Raízes do Campo’s partners came to us describing their intent to generate and distribute value more fairly along the entire production chain, under the agroecology model. The branding project we built from there was entirely designed to tell the beliefs and purpose of the newly launched project – an innovative, inclusive and therefore inspiring business.
To build the strategy and positioning of Raízes do Campo, we first had to take a step back to understand the concept of Agroecology:
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Agriculture model that goes beyond planting and harvesting food; it includes a broader performance. It means following ecological principles, being socially just, ethically correct, inclusive, economically viable, and valuing the families of farmers.
Raízes do Campo’s business has a bold proposal: to offer healthy food by bridging the gap between those who produce and those who consume, in order to be an agent of value creation for a fairer, sustainable and healthy production chain.
Based on the definition of the key brand values – agroecology as a principle, vision of a more sustainable world, fairness throughout the chain, and valuing of people – we have developed together the purpose, values, personality and essence of Raízes do Campo brand mark.
For the verbal identity, we have created the brand voice, with tone of voice, manifesto and brand storytelling. It was a great challenge to create the brand purpose statement for the different links of the chain, in order to cover the diversity of stakeholders (producers, cooperatives, retail, end-consumer, as well as employees and investors), with a key message and well-defined communication objectives.
As for the visual identity, balance was the guiding thread, aligned with the concept of a continuous cycle of regeneration of the planet through healthy food and fairer production relations. The logo features elements that represent the people involved in the chain and their interactions. The gestures and color palette enhance the energy, with vivid colors and textures inspired by nature and by what comes from the earth.
In addition to connecting farmers ‘and peasants’ cooperatives to traditional retail, Raízes do Campo acts as a consultant in structuring production chains and agroecological businesses. Moreover, they have their own product line, doubly healthy – for beyond the quality of origin, their food production chain is completely sustainable, based on processes that generate value to the farmers’ families, taking into account ecological, cultural and economic principles.
On the back of the packaging we inserted the agro-ecological spiral of the product, a simple and clear visual system that explains the new concept to consumers.