Success in Launching a Local, Agricultural Brand

Today, I would like to share a project we’ve successfully completed for a local, Sacramento region client.  We were challenged to develop a suite of modern marketing materials for Placer County, promoting local agricultural brand—PlacerGROWN.

We were to develop a brand aesthetic that evokes a farm-fresh look, working with the existing PlacerGROWN logo.  One of our first design projects was to create an interactive, modern site that makes it easy for foodies and the general public to search for local, PlacerGROWN farming and agricultural information.

Our target market lives a healthy, active lifestyle, are generally married, eat nutritious foods and prepare homemade meals for the family.  In order to successfully reach that audience, our creative team designed materials with vibrant imagery of local fresh fruits, vegetables and other agricultural products.  Images are set atop a black chalkboard, which gives it an organic, handmade feel.  In messaging, our creative team positions PlacerGROWN agricultural products as the freshest, high-quality produce and farming products available. The voice of each marketing material is casual, friendly, and informative which accurately represents the Placer County farmers themselves.

As a result of our marketing efforts thus far, the client’s audience is growing and they are reporting record event attendance—with more than 50 percent annual growth in visitors at several events. The new website and marketing materials have been extremely well received from consumers—resulting in positive feedback on social media outlets, at farmers’ markets and in-stores.

So, what do you think? We would love to hear from you.