Food Product Branding
Farmer Brand has become a reliable food producer for over 50 years under Mei Heong Yuen Food Industries Pte Ltd, supplying various products to B2B and B2C customers in Singapore and beyond. This rebranding emphasises its functional attributes, effectively addressing its customers' functional needs, and highlights Farmer Brand as a symbolic brand. This allows customers to gain a sense of belonging to the brand.
Farmer Brand's logo features the founder, reflecting the brand's roots. Enclosed in a semicircle, the mascot symbolises a hardworking farmer returning home at sunset, symbolising the brand's industry history. Inspired by the original painting, the logotype is arranged in a ribbon shape, underscoring Farmer Brand's commitment to quality and customer trust. Mei Heong Yuen's logo refinement aims to give it a more modern look, incorporating the brand name in Roman letters for broader global recognition.
Farmer Brand is also the proud recipient of the Indigo Design Award 2024 Gold Winner in Branding for Food and Silver Winner in Packaging Design for Graphic Design. View the award here.
Repositioning a Heritage Food Brand to Connect with Modern Audiences
THE CREATIVE CHALLENGE
An unclear positioning and outdated brand identity limiting relevance and customer loyalty
- Farmer Brand lacked a clear brand positioning, diminishing its ability to optimise customer experience and increase loyalty for all its brands.
- Farmer Brand has a complex and ambiguous brand architecture, challenging the brand to maintain its unique identity while contributing to its overall heritage and strength.
- Farmer Brands’ brand identity is irrelevant to the target audience, especially young customers, and lacks consistency to enhance brand image, recognition and international credibility.
THE OUTCOME
Established a modernised and cohesive brand identity that resonates with current and future customers
- Farmer Brand’s new brand positioning resonates better with the current needs of its customers and communicates its services.
- Changing Farmer Brand’s product brands to a ‘Sub-Brand’ architecture. By associating the various product brands under the Farmer Brand, the product brands can leverage Farmer Brand’s established brand awareness and identity.
- The new logo and brand identity make Farmer Brand stand out as a modern brand with a consistent graphic style that communicates the brand’s story and professionalism more effectively.
THE DIFFERENCE
BRAND POSITIONING
Conducting a thorough brand analysis, a fresh brand essence, 'Taste of Reunion,' and an accompanying tagline were developed for Farmer Brand. This essence represents the brand's commitment to genuine and high-quality products, ensuring customers can trust and rely on them. The company consistently captivates customers through continuous innovation, addressing evolving needs via ongoing food research and development. The brand embodies a Creator personality, characterized by expressions of creativity, innovation, and inspiration.
BRAND IDENTITY
The colour palette inspired by the founder’s painting is displayed in Singapore’s HQ. The teal blue combined with maroon creates a very contrasting yet harmonious colour that’s both modern and luxurious. While the colours are modern enough to support future innovation, the old painting references the brand’s heritage.
The graphic style combining real-life imagery, watercolour illustration alongside with the Farmer itself collectively work in cohesion to communicate the brand essence of ‘Taste of Reunion’ through a lens of nostalgia, showcasing the storied journey of Farmer Brand.
BRAND TOUCHPOINTS
We developed touchpoints to engage with Farmer Brand’s customers, seamlessly integrating the fresh brand positioning and identity. From packaging and posters to engaging Instagram posts, these touchpoints are essential in establishing a cohesive and memorable brand experience for Farmer Brand’s customers.
The synergy between these touchpoints and Farmer Brand’s updated color palette and graphic identity showcases the versatility of the graphic style, effectively conveying the brand’s message across various mediums. This strategic approach ensures a compelling and consistent brand presence that resonates with the diverse audience of Farmer Brand.
"The rebranding of Farmer Brand and their packaging has positioned this beloved heritage brand strategically for global markets. The new brand identity effectively communicates the value proposition of their products, and has generated stronger emotional appeal with younger and new customers."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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