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Fair to Nature introduces 'more personal and friendly' branding to resonate more with consumers

Fair to Nature, a UK organisation that works with blue chip brands to promote and recognise those leading the way in nature-friendly food production, has introduced a new brand identity created by Refinery.

The refresh aims to bring more personality to the organisation’s communications and place greater emphasis on the message behind the initiative, brand accredited by Fair to Nature and farmers adopting new ways of farming are helping natural habitats and wildlife.

The new branding has been designed to resonate with consumers, featuring on Fair to Nature’s website, printed marketing materials and packaging with consumer facing communications design to explain the organisation’s ambition.

Jane Lawler, head of marketing at Fair to Nature, commented: “Fair to Nature is helping to rebuild Britain’s wildlife through nature friendly food production. It’s critical that we demand food that is ethical, sustainable and ‘fair to nature’. Our previous logo led with our Conservation Grade message but research has shown the importance of connecting more positively with the ‘helping nature’ part of the message, which has been brilliantly visualised by Refinery.”

Refinery director, Jim Barron, said the hand drawn elements of the new identity delivered a “more personal, friendly feel” with images of “farming and nature scenes” used to “convey the Fair to Nature story visually”.

Brand’s such as Jordan’s Cereals, Allinson Flour and Waitrose and Ocado-stocked Steve’s Leaves are already working with Fair to Nature as well as a number of food producers and farms who grow habitats for wildlife as well as food crops.