Rosie Morning Farm, a startup food company that grows organic produce & creates jams and jellies as well as baked goods.
Through several in-depth conversations with Rosie Morning Farm, we learned about their mission and culture, about their long-term goals, and about the complex problems standing in front of those goals.
Rosie hadn't publicly launched their business yet, so their biggest goal was a successful launch. But they didn't want just a good opening.
They wanted to follow-up their launch with incremental and sustainable growth.
The Complex Problem:
Rosie Morning Farm needed to break into a crowded industry and to attract new customers nearly sight unseen.
Further, Rosie Morning Farm didn't just need to attract a few new customers, they needed to get a lot of new customers.
They needed to bring-in enough first-time customers to recoup their launch expenses and to sustain their production logistics.
The Root of the Complex Problem:
The team at Rosie's had focused all of their efforts on developing their products and logistics.
So, when they came to us, they had no brand strategy or marketing strategy whatsoever.
Plus, because they hadn't launched yet they had almost no customer research or market research.
The Creative Solution:
Through asking questions and active listening, we worked in collaboration with Rosie Morning Farm to craft creative solutions that would help them reach their goals.
Together, we crafted a branding project for Rosie Morning Farm.
Read about the full project below.
Since Rosie Morning Farm hadn't launched yet, we had to create customer profiles from scratch.
So, we worked closely with the team to construct a profile of their ideal customers.
With these profiles mapped-out, we then conducted in-depth demographic research to find the most effective location to attract these new, ideal customers.
Along with statistical information, we examined national trends and sociological research to help understand the demographics of Rosie's ideal customers.
Then from all of our conversations and research, we created comprehensive customer profiles.
We also conducted an in-depth review of Rosie Morning Farm's competition.
This guided us in creating a brand that
-let Rosie Morning Farm fit into their industry and
-let them stand out from everyone else around them.
We then collaborated with the leaders of Rosie's team to refine their mission and their focus.
We also worked together to map-out their team's culture, personality, and ethos onto a list of brand attributes.
This refinement allowed Rosie to better align their team and internal focus with the deeper needs of their ideal customers.
We finished this stage of the project by placing all of our conversations and research into a branding kit for Rosie Morning Farm.
To create the visuals for Rosie's new brand, we took the brand attributes from their branding kit and condensed the list of attribute words into three phrases:
We then created three stylescapes, one to match each phrase.
*A stylescape is a panorama of visual elements that includes everything from typography to textures and patterns.
These visual elements work in unison to form a full sample of a brand's visual identity.
Through an in-depth feedback process, Rosie Morning Farm selected one stylescape from these three.
They selected the Endearing Perfectionist stylescape:
From the final stylescape, we moved to refining the brand logo by creating a logo-scape.
A brand stylescape captures the overall picture of a brand identity, but it doesn't zoom-in on the details.
A brand logo-scape is where we go from the wide shot of the brand to a close-up on the brand's logo.
A logo-scape is where we refine the logo to ensure it grabs your attention and scales big and small to fit any application.
For this project, the logo went through its own design refinement and feedback process between the final version of the Endearing Perfectionist stylescape and the logo-scape.
From the stylescape and finalized logo, we created the brand styleguide for Rosie Morning Farm
*A brand styleguide works like a brand field kit and instruction booklet.
The guide explains and exemplifies all of the components of the brand's visual and messaging identity, such as the brand's:
- logo, and
- messaging tone.
A well crafted styleguide provides every piece of information that a new designer or writer needs to create materials that seamlessly fit with the brand.
Thus, the styleguide can be handed to a designer fifty years from now, elements can be created, and the brand will never lose its identity.
By enabling brand consistency with seamless collaboration, the brand styleguide allows the brand to grow and endure for years and years to come.
With the brand identity finalized, we moved on to bringing the brand to life by creating all of the brand and marketing materials for Rosie Morning Farm.
*Brand materials are physical and/or digital materials that allow the brand to function on a day to day basis.
These materials also serve as the bedrock and beginning of the firm's marketing efforts.
Examples of brand materials are things like:
-internal and external documents
-writing such as welcome guides, intake forms,
*Marketing materials are any physical and/or digital materials that aim to spark conversations that build brand awareness and brand value.
Examples of these materials are things like:
-social media posts
Due to logistical complications created by the COVID-19 pandemic, Rosie Morning Farm had to make a major decision.
They decided to push back their full launch until further notice.
With this decision, we shifted the project from creating a full suite of brand and marketing materials to creating only the essentials.
So, for Rosie, we created an ecommerce business website, product packing designs, merchandise designs, and social media posts.
At Owl Street Studio, we create every aspect of our websites, from the code to the content - from the SEO to the ecommerce.
For example, with Rosie Morning Farm's website, we created the:
- graphic design content,
- written content,
- site design, and
- site development.
Their site includes: full mobile responsiveness functionality \ ecommerce functionality \ product pages \ landing pages.
Though Rosie Morning Farm's website is not currently open to the general public, you can still see their brand come to life by watching the scroll through below and by visiting their website.
-| Visit Rosie Morning Farm's website here.
The project goals for Rosie Morning Farm are still in place, but due to the logistical complications created by the COVID-19 pandemic, Rosie Morning Farm has pushed back their launch date until further notice.
Though the launch timeline has shifted, we are still working closely with Rosie.
Our project has transitioned to a long-term marketing project which includes content marketing and social media marketing.
market research \ brand positioning \ brand identity \ logo design \ social media content \ copywriting \ graphic design \ web design \ e-commerce \ search engine optimization (SEO) \ brand materials \ marketing materials \ product packing design \ merchandise design