BFK have worked with Bord Bia, the Irish Food Board, for more than twenty years since designing the agency’s master brand identity in the mid-nineties. We have worked on creating new brands and on helping this marketing-focussed state agency to manage its brand asset portfolio.
Over several years Bord Bia had introduced new sub brands for specific purposes—‘Bloom’, the horticulture and food festival, ‘Food Dudes’, a healthy eating programme for children, and others. Being conscious of the value of these brands as corporate assets Bord Bia wished to review and coordinate their roles and relationships with the corporate master brand.
We reviewed the complete Bord Bia brand portfolio in depth and evaluated the roles of each sub brand. We worked with the Bord Bia marketing and communications team to update the brand architecture to reflect current corporate strategy. We then rewrote Bord Bia’s brand guidelines, making brand identity management more effective across all communications channels.
Working closely in partnership with Bord Bia’s advertising agency we created Origin Green, an entirely new brand for Bord Bia’s voluntary sustainability development programme for Irish food and drink manufacturers. We developed all core expressions of the brand: the name, the strapline and the overall visual language. Origin Green is now Bord Bia’s single brand for promotion of Irish food and drink internationally.
We integrated Origin Green into the overall brand portfolio and brand guidelines alongside the Quality Assurance Scheme ‘Q-mark’, which is Bord Bia’s main standards mark for use within Ireland. We also set up a dedicated, cloud-based, online brand guidelines system where all Origin Green brand assets are available to registered users. We ran training workshops with Bord Bia to ensure buy-in and understanding of the brand management system.
We have run internal best practice workshops on brand photography. Resulting newly co-ordinated photography now presents a more cohesive style and message across all Bord Bia’s communications.
We edited and designed an innovative guidebook for Origin Green members—those food manufacturers and producers who have signed up for the sustainability programme. To do so, we needed to fully understand the plan submission process. We workshopped all steps of the Origin Green customer journey with Bord Bia’s team. We devised a complete publication content plan and created a set of diagrams that visualise the steps to achieving verified membership. Finally, we created a user-friendly guidebook, using a rich visual style incorporating hand-drawn graphics and illustrations that made complex source materials easier to approach and understand.
We have delivered many brand workshops to help Bord Bia’s clients—food, drink and horticulture companies—to understand and apply branding best practice. Held in locations around Ireland, our hands-on one-day workshops provided participant companies with branding knowledge and practical resources.