NORWICH MEADOWS FARM
A legendary farmers market favorite approached us with the goal of moving into retail. What ensued next was a complete re-evaluation of their brand. Their 20+ year history and a loyal following posed some challenges on how to respect what people loved about them, but modernize their brand and stand out in a growing sea of sameness.
Brand Strategy / Brand Design / Illustration / Package Design
Above you can see how some of the most notable brands still rely on really generic farm cues, and they’ve left a ton of derivative followers in their wake.
One of the biggest realizations we quickly came to was how to reflect Norwich Meadows Farm’s true purpose and mission, which was bringing good quality food to as many people as possible. So we crafted some relevant messaging points between our 2 brand concepts, below.
Next, we went directly to the people to get feedback in real time. We hit the farmer’s market and instagram and asked people to vote between the current logo and our 2 new options. Hundreds of people voted and the positive feedback for our two new designs was overwhelming. In the end, concept A, the logo with the Norwich Meadows type arced to mimic a high tunnel, had the edge.
We refined it to add even more meaning to every aspect and started rolling it out across all of their products and partnerships.
“They really understood us and what we’re doing and they continue to support us as we try to make quality food available to everyone out there.”
Zaid Kurdieh, Owner, Norwich Meadows Farm
