The Business Challenge
In a rather fragmented category, consisting of large players, as well as local stores, the initiators of the Good Farmer project wanted to ensure that with the new retail concept they meet as many of the requirements of the target as possible, starting from proximity and diversity of products, to the pricing policy and services offered.
Having experience in a similar product category, the entrepreneur wanted to bring the existing business know-how to the agricultural category as well, turning to us to connect the new brand to the specifics of the category and type of consumer.
The strategic approach
At the start of the strategy phase, we first set out to learn more about the category and the target audience - farmers. At the same time, we wanted to understand what key benefits and peculiarities customers pursue of the new brand, identifying elements such as proximity, diversity, connection to their specific needs, the concept of convenience, and a familiar communication language. Once these coordinates were defined, they formed the basis of the positioning of the Good Farmer's Store brand and inspired its new identity.
Branding solution
The essence of the brand
I imagined the Good Farmer's Store brand as that trusted place for any farmer or farmer, a place where his language is spoken and can provide him with all the machinery and tools he needs to get his work done day in and day out. Starting from the entrepreneur's business vision, we proposed that the essence of the new brand is to empathize with farmers who dedicate their lives to the land and work continuously, people for whom the Good Farmer's Store wants to make their lives easier. This is how the brand slogan was pencilled - For the tireless.
Visual identity
The proposed symbol combines elements of inspiration, both natural and technical. Straight, clear angles are combined with friendly roundness, resulting in a robust symbol that showcases confidence, strength and safety. The orange color is related to machinery, being a classic color for agricultural machinery accessories.
We chose natural photographs, which capture the lives of farmers from their point of view. We thus arrived at a refined color scheme with natural hues, inspired by the first light of the morning and the one at sunset
Communication & Signals
The next stage in the branding process was the development of the concept of communication materials, starting from the generated visual identity, useful materials in the promotion activities and information about the new store (interior communication posters, business card template, personal clothing store, car tights, etc.).
At the same time, we developed the concept for the exterior signalization part of the store, which is very important in this category, as well as the concept of outdoor street banners, to inform customers about the new store and its location.
