With rapid technological advances and next generation farmers taking over the reins, the farming industry has made the shift from the traditional to a progressive landscape.
Openfield, one of the UK’s most successful grain cooperatives, was looking to refresh their brand to stay relevant and connect with an increasingly younger audience.
A brand audit revealed that the Openfield logo and primary colour – a distinctive orange – carried strong association and should be retained for brand equity purposes.
We introduced a complementary secondary palette and addressed the challenge of a consistent roll out by putting together a comprehensive set of brand guidelines.
Once the new brand elements were in place, we produced a suite of materials to promote Openfield’s services. This included membership and corporate brochures, on- and off-line advertising, an information portal for traders, staff and farmers as well as an integrated grain marketing campaign with a bespoke animation and website.
Face-to-face feedback from farmers has been overwhelmingly positive.