Farm Fresh To You
The Course Assignment 02 was the third obligatory assignment of the 2nd-year of Graphic Design. This assignment was completed pre- and after summer holiday, and consisted of creating a new logo and visual identity for the company Farm Fresh To You. The company is US-based and wanted to plan for an expansion to my local community Haugesund in Norway.
We were asked to work strategically through a pre-set process in order to develop a suitable design for the company. The company also needed the design to go on packaging for their products and branding on the delivery van. In the end we were asked to present our design in a Brand Manual. We were allowed to look away from budget as there was no mention of this in the task.
Client
Name: FARM FRESH TO YOU
– Kathleen Barsotti and Martin Barnes bought a 20 acre farm in Capay Valley in 1976.
– Their family continues to grow the farm and aim for good organic food and agriculture system for everyone.
– Thaddeus Barsotti (Farm manager)
– Freeman Barsotti (Finance and business operator, creator of routing system for the food deliveries)
– Noah Barnes (Strategic business, wholesale, resturants and markets)
– Che Barnes (Company board member, passed away in 2009)
– Kathleen Barsotti (Founder, 1982/1992 devoted her life to the farm/started Farm Fresh To You delivery service) (passed away in 2000)
– Martin Barnes (Founder of farm, 15 years on the farm, lives in Provence now)
– Built on the parent’s ethics – Grow sustainable organic food without pesticides and toxic treatments. Focus on growing healthy and tasty fruit and vegetables. Kept knowledge about farming in the family and they now wish to expand to be able to offer everyone healthy food all around the world.
– Family is regarded as the core reason for the business to be able to run like they do. Their 4 children also have children and wish for them to continue the business in their adult lives. This ensures a stability in the company, and there is a good reason for the business to believe it can succeed in an expansion.
– The parents (Kathleen and Martin) had their favorite growths on the farm, especially cherry tomatoes, ambrosia melons and heirloom tomatoes.
Brand Voice
Dedicated
Serious and professional
Loving nature
Open and honest
Informative
Helpful and useful
Tone
Encouraging
Fresh
Kind
Inspiring
Interesting
Target Audience
INSIGHTS:
– All are interested in more environmental friendly food options.
– There are both genders and different age groups. (Young and older)
– They want healthy, organic and sustainable food options delivered.
– Interested in changing their habits and go less to grocery shop.
– All with stable income.
– Feeling of good concience as they try to change for a better solution.
ACTIONS:
– Find information on food delivery and price.
– Have healthy fruit/vegetables options.
– Be able to use the service often/once a week.
– Find information about news on local farms, where the food comes from.
– Ensure they are choosing a more environmental friendly and sustainable option.
