Sandra Fleming, Sales Co-Ordinator
“Through strategic workshops, Frawley Branding understood that our brand’s real differentiator lay in rediscovering our grassroots story. Our unique positioning of provenance and passion for fresh produce speaks true to our brand’s essence and is something our competitors cannot say. As branding consultants, their strategic approach helped us identify future opportunities for our business, we were reassured when we saw their creative solutions were paired with a commercial understanding of our business and the marketplace we operate in. Our people feel confident in standing behind a revitalised brand identity and in using compelling messaging that is simple, honest and powerful.”
Richardsons unique story begins with Matthew Richardson growing shallots and scallions at the age of 10, building a greenhouse at his sister’s house at the age of 14 and supplying local businesses with fresh home grown produce on his bike. This is a grass roots story, one of provenance, family, hard work and a passion for growing fresh produce from the soil.
You will find Richardsons are rooted in great expertise and knowledge, strengthened with a qualification in horticulture and a hands-on, no-nonsense approach. While building the business and making the necessary pivots and adjustments for growth, Richardsons have never compromised on their values in striving to supply fresh produce to their customers every time.
Brand Identity Design
In designing the new brand identity we recount the story of the 10-year-old boy delivering homegrown fresh produce to customers on his bicycle. We have taken inspiration from the head badge placed at the front of a bike where ‘Raleigh’ bikes, one of the oldest bicycle companies in the world, use an ‘R’ in its head badge to distinguish it from other brands.
With finer detail in the Richardson’s ‘R’, it includes a seed and leaf-like embellishment to create something distinctive and signifying freshly grown produce, all underpinned by the positioning statement. The type style is based on sending a strong, established and confident message, supported with a deep rich green.
We worked closely with key stakeholders in the business to articulate what success will look like in the months and years ahead. Their vision also clarifies what they will strive to achieve to ensure the have the best opportunity to realise their vision.
“Our vision is to continually grow our business in the cities and regions of southern Ireland. We will delight our customers with an unrivalled customer care and personal touch approach. Rooted in our core values, we will never be compromised, always sourcing and supplying the highest quality, freshest food from our family of trusted people, food producers and partners.”
A core component of the brand strategy recommended the development of two master brands to align with the corporate brand. We developed Harvest Select to represent the premium range of fresh foods which are carefully selected and harvested for Richardsons select customers. The Greengrocer master brand represents Richardsons retail offering which is located at their head quarters at Ballysimon Road in Limerick with a large selection of fresh fruit and vegetables.
Completed Scope of Work
- Customer interviews
- Customer segmentation
- Market & competitor analysis
- Strategic brand workshop
- Brand vision
- Brand personality
- Brand narrative
- Brand truths
- Brand identity development
- Brand strategy
- Brand architecture
- Brand identity rules & guidelines
- Full suite of stationery
- Labelling design
- Workwear design and guidelines for usage