The purpose of Né d’une seule ferme is to make the remuneration of dairy farmers fairer by enabling them to expand their product range with fresh yoghurts, manufactured locally, in a process that is quick and easy.
The project intends to reinject some common sense into the food supply chain by placing traceable products which undergo minimal processing in front of consumers, at the same time guaranteeing fair pay for producers.
/ True Vision
All the work undertaken for the brand Né d’Une Seule Fermeu is concentrated in a commercial launch to consumers and B2C intermediaries in order to develop their new communication strategy, which is Fabriqué à deux pas (made nearby).
All the communication materials promote the simplicity of the approach and the commitment to sustainability, which underlies the project to enhance the status of producers and their work by giving shape to the from farm to plate concept.
Unpretentious and credible visual codes reflecting the original brand values: teamwork, honesty, modesty, conscientiousness, closeness and pride.
This new identity showcases the savoir-faire of the French dairy farmer and the origin of the ingredients.
The transfer of this identity onto the logos and the graphic environment reflects the key elements of the brand personality: caring, bold, sincere, committed and generous.
The unpretentious, simple and coloured graphic codes allow the product benefits to be highlighted:
- The guarantee of a traceable, quality product.
- An authentic flavour is back on the supermarket’s refrigerated shelves.
CBA also imagined the packaging design of the products. In developing the identity, the agency wanted to highlight the brand’s commitment and its message.
On each yoghurt packaging there is a unique QR code available to the consumer; QR code referring to the producer’s file of the farm responsible for the said yoghurt. It is possible to discover the history of each person involved in the production chain of this pot, their locations, their resources, etc.
In this way, thanks to the design, CBA highlights the human element behind the production of yoghurt, a value dear to the brand, while at the same time providing concrete and clear proof of the product’s origin.
The factory nearby also on web
Our guidance for the brand extended to redesigning the website to ensure a consistent visual identity.
The website is revitalised to reflect the graphic codes originating in the brand environment.
The site’s objective is to present the project, its products and producers and at the same time provide a variety of contact and support methods for the major user groups which were identified.
CBA a conçu et mis au point une campagne d’activation pour présenter et mettre en avant les produits de la marque en GMS. Les consommateurs pourront ainsi retrouver cette campagne en exclusivité dans les magasins Intermarché dans le courant de l’année.
A savoir que CBA avait également développé la campagne d’activation pour le reveal des produits Né d’une seule ferme au Salon de l’agriculture (SIA 2020).
Results.
One week after the launch of their website the brand had already achieved results which were beyond interesting:
Since then, this project for Né d’une seule ferme developed by CBA has won the TopCom Consumers 2020: Gold award in the Global Brand Design category.
