Farm standard
Goal
To develop consumer branding for a dairy producer, the Ukrainian market
- Strategy
- Naming
- Design
Product
Since the farm is not large, every cow is given proper attention in order to obtain the highest quality of the product. There is no possibility for quantity production
Competitors
The research of competitors showed that almost all manufacturers work in the mid-price or mid-price-minus segment. Positioning appeals to family values, naturalness, and freshness.
Market
Market trends show growth in craft popularity and farmer’s eco-products.
Core target audience
- A 28-35-year-old woman, caring mother and wife
- She leads a healthy lifestyle, carefully examines the label and product ingredients
- A woman who makes the decision herself
- Modern, energetic, confident and progressive
- She is not afraid to experiment and try something new; a hedonist
- Upper-middle-income
Brand essence
- Farm diary products
Brand character
- Role-model
- Honest
- Modern
- Caring
- Authentic
- Healthy
Brand values
- Only for you
- Caring for loved ones
- High quality
- Hospitability
Future vision
To become a leader in the premium segment of milk and dairy products
Brand positioning
Natural farm products as you like them
Naming
Farm Standard
Bright design elements and colors differentiate the packaging among competitors on the shelf. They serve to show the individuality, high quality and eco-friendliness of the product. The style of drawings and hand-made fonts are associated with farm products.
Natural farm products as you like them
Beginning the work. The first concept
Art director
No, the label doesn’t reflect the essence and positioning of the brand.
We’re adding one more designer to the project
Art director
Add color to the layout and handwriting style to the fonts.
Working on the second concept
Art director
No, the colors are too aggressive and don’t give a feeling of the farm product. Replace the main fonts with a handmade style fonts. Also, try the blue and green color scheme.
Designer
Got it
Finishing the concept and showing it to the client
Designer
How about this option?
Art director
All right, we’re showing the design to the client.
Client
I like it very much! Thank you very much.
Creating a cottage cheese packaging and showing it to the client