Jack Renwick Studio: positioning, brand identity, logo and communication materials for Millbank Farm
Brief / Objective
Our brief was to create the positioning, brand identity, logo and communication materials for Millbank Farm – a family-run vegetable and chicken farm based in County Down, Northern Ireland, established in 1889. In an increasingly competitive marketplace, the farm needed to build its brand awareness among its customers and suppliers.
Strategy / Approach
To reflect their many years of knowledge and understanding we created a new brand positioning and strapline – ‘Experts in our fields’. This was brought to life through a graphic interpretation of the local landscape that appears on every brand communication across the supply chain, raising the farm’s profile amongst their customers and suppliers.
The logo uses the furrow lines to etch out the Millbank ‘M’, capturing the farmers’ connection to their fields.Implementation needed to be cost-effective and easily applied across many applications. Stencils and stamps tackled this issue, creating a strong, recognisable identity across the supply chain.
The Millbank website provides a platform for suppliers and customers to see where their produce is grown, as well as allowing the brand to share expertise, stories from County Down, and giving insight into the 100 year heritage of the family farm.
The brand was also in need of some fresh photography. A local photographer was commissioned to capture the produce, the farm’s natural beauty and the passion and expertise of the farmers.
For a modest budget, Millbank Farm has gone from having no brand awareness, to having a cohesive visual identity and online presence, increasing their visibility to a broader range of partners and consumers. The website alone has received thousands of hits in the first few months since the rebrand – a huge amount for a business of this size.
The rebrand has increased profile and reputation of the farm within the agricultural industry. After being identified through the website, farm owner, Adrian McGowan met with a House of Commons select committee, to advise on the needs of the vegetable production industry post-Brexit.
Based on the engaging story communicated on their new website, Millbank Farm was selected by the BBC to appear on a CBeebies educational children’s programme ‘Down on the Farm’ where they spoke about the process of growing and harvesting turnips.
The easily applicable stencils have increased recognition for the brand amongst the supermarkets which the farm supplies for: Lidl and Waitrose – raising the farm’s profile and helping to reach their goal of establishing themselves as one of the leading suppliers of high-welfare chickens and fresh vegetables in Ireland.
Jack Renwick Studio won best Brand Identity Design at The Drum Design Awards 2018 for the work they did for Millbank Farm. You can find more information on entering your work to The Drum's Awards here.
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