This self initiated brief required me to find a small business that allowed me to work on their brand identity and packaging.
The company I found is a local farm called Primrose Vale. They are a Gloucestershire based farm that produce an array of fresh fruit and vegetables. This is their logo and some photography on their website. It could be anybody, and the photography isn’t going to make you want to eat it.
Research I conducted showed that females are the ones who dictate who buys what at a supermarket (between 69% and 71%). Additionally, mothers are increasingly aware of what is in their children’s food. It would make sense to target these groups.
The word fresh has become meaningless, so I decided to take the steps to make a new definition of it, and to raise the standard. Primrose Fresh has a nice ring to it, and it sets it apart from supermarkets.
After a meeting with Primrose Vale’s owner, I came to the conclusion that the unique selling point was that their produce was not just fresh, it was fresher than anything that the supermarkets could offer. Picked and in the store in just 15 minutes, it puts supermarkets to shame as their ‘fresh’ produce can be up to 21 days old, and shipped thousands of miles.
This is the new logo. Primrose Vale are a small local company and their logo has to include what they are all about, hence the mention of the farm shop, pick your own service, and that it is local to Gloucestershire. The logo itself has to represent freshness, too.
The farm needs more presence within Gloucestershire. This is where the complete identity starts. The identity exudes freshness, with bright, fresh stripes, photography and language throughout. They are screenprinted, which adds a local, hands dirty, hard working approach. The products can be broken down into three ranges, the Pick Your Own service, the Frozen Meal range and the Fruit and Veg range.
This is the Pick Your Own poster. The colours will remain consistent throughout the Pick Your Own Range. Again the language, look and style have to remain fresh.