A feast for the eyes.
Since 1977, Farm Fresh has been a UAE supermarket staple with a small core range of fresh local meat produce. However with the increasing number of international products available, the brand was becoming an unloved, forgettable commodity and struggling to exist in a competitive sea of everyday sameness.
Landor was briefed to bring back love to the brand and the farm, and working as part of the internal team, it was my concept taken forward to put a smile on consumers faces.
The new brand platform of ‘Farming is Happiness’ enabled us to create a concept that tells a magical story in a world far away from the boring tone of all our competitors, enabling us to completely disrupt the brand category and create a visual and packaging identity system that is a feast for the eyes and really stands out on shelf.
A playful Latin and Arabic brand-mark sits proudly above bespoke, vibrant character-led illustrations that can either be used singularly or together, in order to set a scene and tell whimsical stories about the product and life on a rural farm. A place where animals roam free and are lovingly cared for by family farmers which reconnects Farm Fresh with it's consumers in a lighthearted and fantastical way.
Initially consisting of a core range of 150x SKU's, the brand has been so well received it was expanded to cover over 400+ SKU's and span multiple categories from; Fresh Meat & Fish, Everyday Basics, Frozen Foods, Tinned foods, Oils, Condiments and even Sub-branded Plant based and celebrity endorsed meal kits.
