Our work for Country Crest
Country Crest is a successful and innovative agri-food business based in North County Dublin. Gabriel and Michael Hoey established the company in 1994, initially to grow and pre-pack fresh potatoes for the retail sector. The business has since expanded to become one of Ireland’s largest fresh produce suppliers to the retail sector. Taking all of this into account, the existing brand identity no longer truly reflected the growing business and required development to reposition Country Crest as leaders in its sector.
The starting point was agreement that, in order to develop a compelling brand identity, Country Crest would need a brand message and story that is true, relevant and different (as in unique) for all audiences and stakeholders—employees, growers and suppliers, foodservice and retail buyers, and consumers.
Our approach in such projects is practical. It is focused on informed advice and decision-making, considered implementation planning, and making efficient use of our client’s resources. We work to combine our client’s knowledge with our specific expertise. We develop relevant brand plans that are realistic and focused on enhancing our client’s competitive position in line with their strategic business plan for growth and increased shareholder value.
This project followed a defined brand development path. We commenced with company and brand discovery and analysis. This identified gaps in market understanding that required further investigation at both business-to-business and consumer levels.
A short programme of primary research at both consumer and trade levels filled the knowledge gaps. This allowed us to outline a credible brand story, brand personality and brand architecture. We explored and evaluated alternative initial brand concepts with the Country Crest team. We agreed final requirements for brand essence, values, key messages, positioning, customer proposition, brand portfolio structure and the brand identity design brief.
The resulting brand identity design brief was to evolve the identity. Rather than create an entirely new symbol we recommended building on the brand equity of the established colours and leaf symbol that the company had previously used.
The design team redrew the leaf symbol into a softer, rounder silhouette and enhanced the leaves by adding depth with layered colouring. The lettering of the name are based on a contemporary typeface but has been customised. The overall effect is to present Country Crest as a confident company with character.
Country Crest has rolled out the new brand identity across all key customer touch points, including online, signage, vehicle livery and stationery. This ensures the company is now well placed to realise its vision of becoming Ireland’s most sustainable food producer.