Higher Fingle Farm produce organic poultry and duck eggs. They approached us last year to work with them to create a brand for Higher Fingle Farm, to help them exploit the opportunity that the award win had presented. Our brief was to develop an identity which would include the packaging for their duck meat and eggs, and could be applied to their website, so that they can build the profile of the Higher Fingle Farm brand.
A brand should reflect the personality of a business - what it is that makes it different - and a farm is no different. At Higher Fingle Farm it's all about family, because it's not just Nevil and Rona that are involved, but all five of the children too! So we took this as the foundation for the visual identity, from the look of the logo, to the strapline we created: A family farm in Devon.
Elsa is the eldest of the children, and was instrumental in winning the 'Food Champion of the Year' award. It was her idea to start selling the duck eggs, so Elsa's Organic Duck Eggs was born, making Elsa - as a 10 year old - the youngest supplier to a UK supermarket! Elsa's Organic Duck Eggs is a sub-brand of Higher Fingle Farm, so we wanted to create an identity that had it's own personality, but visually was clearly related to the parent, to help raise the profile and increase recognition.
Nevil and Rona have been farming - very successfully - since 2001, but selling their produce directly through a supermarket is a new experience, with new challenges. They recognised the importance of creating a brand, to raise their profile and create loyalty in their target market.
Rona says, "We are very pleased with our new identity. It is clean, bright and different. We have been able to use it in many ways... and hopefully it will mean our business can compete with the other products on the shelf. It was great to use a friendly, local business, that had a genuine interest in our products and what we are trying to achieve."
With sales of organic products dropping it's a challenging time, but Waitrose may be better placed to face that challenge, as a survey by BBC's Watchdog found they were the UK's favourite supermarket with 21% of the vote, ahead of Sainsbury's and Tesco. You can find Higher Fingle Farm organic duck eggs in Waitrose at Sidmouth and Okehampton, or you can visit the Higher Fingle Farm website and buy online.
If you would like to see some examples of other logos and brand development work, take a look at our website: www.alderandalder.co.uk.
