Furrow Branding

Overview 🔎

About Furrow: "At Furrow, our mission is to create a fairer market for our producers, our planet, and you. After seeing how our current food system is failing, we realised that a change needed to happen. This change would create a more sustainable future for how our food is grown and delivered; ensuring lower carbon emissions and more money to the people that matter; our farmers." - James, Owner Project: Branding + Brand Guidelines + Marketing Materials + Website Redesign

Thinking Behind The Project 💡

After discovery season with James ( Owner ) and Louis ( Project Manager ) we put Furrow as a brand that will change the way food is produced and delivered to their customers. Many producers work long hours in all weather conditions yet struggle to make ends meet as supermarkets drive down prices, meaning that the livelihood of the farmers that feed us are in jeopardy. We knew that we had to be part of a solution to ensure that this did not continue. So we created Furrow, an online farmer's market, which puts producers and the environment first. With Furrow, the farmers you buy from keep 62% more than when selling through a supermarket, ensuring they receive more than fair pay for their work. We didn't stop with our producers as we know the way food is delivered to people's homes is something else that drastically needs to change. So we looked at more environmentally-conscious methods of doing things. We opened a micro hub in the South West of London and joined forces with zero-emissions bike delivery company, PedalMe, to deliver to our customers every week, reducing our carbon emissions as much as possible. Everyone benefits, as well as our planet. As a starting point, we decided not to use any form of green as primary color ( only of secondary colors ). We looked for people emotions rather than just nature as it is. Blue color is color of trust.In nature, when you look in blue sky you can almost always tell that time and day is nice, combining that with Red ( Fire ) color to ignite people's emotions, we believe that this color combination will help Furrow to stand out among the competition, and take attention they need. After few option for main typography we settled on Inter. Simple, clean, and minimalistic font will help Furrow to speak to their audience as a trustworthy, reliable company. Paper bags are created for marketing campaign forand will delivered in UK.