What we did:
— Art direction
When the Farmdrop brand was founded in 2012, they had a simple mission to make grocery shopping more ethical, promoting the work of local food producers and making fresh produce more accessible. In a world of supermarkets and endless corporate production lines, Farmdrop’s unique proposition is their conscientious focus on the food journey – from the name of the farmer who fed the chicken, right up until the moment you tuck into a plate of scrambled eggs on toast.
Since their launch, they’ve gone from strength-to-strength, generating over £5 million for small-scale British farmers. Farmdrop now sells over 2,000 products, 80% of which are sourced directly from sustainable farmers and independent food makers.
Farmdrop came to us because after this great success in London and the South East, they wanted a brand fit for the future including national expansion. Wanting to appeal to a discerning audience, and scale their business without losing the spirit of the brand. Many of their competitor brands are boxed organic food delivery services. But Farmdrop wanted to take the challenge to supermarkets and have the stature to compete against them. Farmdrop is where convenience meets quality – where conscientious shopping doesn’t cost a fortune, and doesn’t cost the earth.
Working closely with their internal team and senior stakeholders, we helped Farmdrop communicate their valuable stories across their entire visual identity. We injected spirit and context into their existing visuals by using inspiring production photography and showcasing Farmdrop’s amazing community of producers. Working together with the Farmdrop creative team at our studio in Bermondsey, we worked in agile and focused design sprints, keeping momentum to help shape the advertising, marketing and all of their comms.
The new Farmdrop brand logo captures the spirit of the humble egg. It acts as a unique mark of the conscientious organic world in a landscape dominated by quirky organic vegetable imagery. We wanted to encourage Farmdrop to capitalise on the stories of their producers and the honest journey from farm to doorstep.
With a confident identity that carefully articulates their brand purpose, Farmdrop have positioned themselves to take on the big supermarket chains, promoting a far more ethical way of purchasing and transforming the way we consume food for the better.