Fenmarc has been at the heart of the food supply chain in the fens since the late sixties, and they now supply the country’s largest retailers with prepared vegetables from around the world.
Engaging sessions with their senior team helped us shape the brand strategy, as well as understand their customers and the industry, which led us to significant creative opportunities to make them stand out. Importantly they were very open to new ways of thinking about their brand.
Looking at unique ways to share their personality and their approach of combining the best people with new emerging technologies to create market leading products, we positioned them as “The cutting-edge, cutting veg people.” This aligned perfectly with what they do and how they do it, in a way that accurately reflects the personality of the brand.
Their brand voice is now purposeful and confident, to show Fenmarc’s capability and reliability. But it’s never cold and formal. Instead, it’s human and friendly, reflecting the family-owned nature of Fenmarc, and the way it treats its team and clients.
From a visual perspective it was about injecting colour and personality. Fenmarc creates colourful, vibrant products that brighten up the dinner table, so we captured that essence and used it to find our brand colours. The veg also gave us room to be creative in other ways – macro shots gave us interesting textures, and creative collages combined real team members in vegetable landscapes, enabling us to move away from the expected headshots and inject even more of their brand character. But the branding is not different for different’s sake. It truly makes them stand out in their industry, inspire their team and their customers.
We launched the branding across a new website which supports recruitment and the conversations with supply chain and customers alike, as well as tells the brand story. We’ve also been able to bring it to life through new signage, internal artwork for meeting spaces, social media content and other marketing collateral, and we look forward to supporting the growth of this inspiring business.