We love an unusual challenge. So the task of creating a brand for Alan Bartlett and Sons, growers of carrots and parsnips, was one we welcomed with relish. Right from the start we recognised the importance of presenting the family story in order to communicate the spirit at the heart of the brand.
What we did
A simple identity for a simple product.
As large scale growers of quality carrots, when it came to a new brand identity, we had to encapsulate what Bartlett’s were about in a simple, recognisable symbol that quickly communicated the brand. This lead us to a very uncomplicated solution: The bunny.
The bunny logo became the centre piece of the overall branding and leant itself to the naming protocol and subsequent branding of their individual carrot varieties. This included their previously failing product line, the ‘Bushytop’. We re-branded and re-presented Bushytops to make it one of the top selling carrot brands in store.
A wholesome wholesale site.
As part of the rebranding process, we were tasked with creating a new, more user friendly website which allowed for wholesale customers to buy direct, something that had not been able to do previously. After a thorough process of research and customer mapping, we worked closely with the Bartlett’s team to plan and test a set of wireframes which presented all relevant content and the sales process in an intuitive and easy to use format. We were then able to utilise the newly created brand guidelines to create a clean, simple set of visual designs and themes.
We introduced a recipe section, which allowed users to submit their own ideas and get recommendations from the team. This combined with a news/blog section was aimed at getting not only their existing B2B customers interested, but also adding appeal to a new consumer audience, which we were helping to build through a combined social media marketing strategy.
Social media marketing
Putting carrots back on the menu.
Before we started working with Bartlett’s, as mainly a B2B business, they had no social media presence. With branded products now appearing in-stores nationwide, we set about raising brand awareness and consumer loyalty through an in depth schedule of engaging social media activity. We crafted a tone of voice and new consumer friendly positioning which we executed through a calendar of social media content including: images, videos, contests, recipes, thought leadership pieces and more. After a period of time, with a growing number of Facebook fans and our continuing support, the client was able to take the reigns and continue to build on what we started.
Success by the Bowlful
As well as pro-actively creating and launching the Bushytops brand, we helped Bartlett’s conceive a wholesome soup brand, ‘Bartlett’s Bowlfuls’. As well as originating the initial idea, we were delighted to design the full packaging range and marketing campaign.
Building a brand from the roots up.
As a long term client, we continue to nurture our partnership with Bartlett’s, helping with all sorts of digital and printed brand assets. We have produced printed brand books and brochures, event graphics, advertising, packaging along with all of their exterior signage, branded clothing and stationery.