Terraa Farm Fresh
Every January we tell ourselves that we will eat better and that we will look after our bodies better. But somehow eating right is such an elusive habit to cultivate. The fun folk at Terraa Farm Fresh made us feel less guilty by pointing out that bringing home fresh produce was the actual pain point for busy urban youth. It’s too much work to find the fruits and veggies you love at the local market, and the few who do deliver charge a mega premium.
Their mission was to solve this problem with technology, ethical sourcing and of course, kickass marketing. The key hook in the marketing toolkit was subscription - Encourage busy people to subscribe to fruits and veggies for home and office. Once fresh produce goes automatic, a healthy lifestyle isn’t too far behind.
We were tasked with a brand overhaul starting with
identity design, packaging and a brand tone of voice that would
make eating fresh produce cool among young adults.
Brand Strategy
Positioning a brand is one of the most challenging tasks of our jobs, and arguably, also the most fun. We love to spend a couple of days workshopping with the marketing and brand design team to get a clearer understanding of the compound picture that the larger group may have. In the case of Terraa Farm Fresh, this was an energetic, nerve-wracking three days. This is typically where a lot of the discoveries, disagreements and drama take place. Like we said, it’s always fun to get to the know the brand we are about to create, and this is also where we learnt what kind of the brand we didn’t want to create.
Once we are all on the same page about brand perception and perceived image for the consumer, we were ready to accelerate into realising this vision. Our logical process begins with a deep dive into the category, the competition, and the consumer.
After various rounds of sketches and initial ideas, we found the biggest brand idea staring at us right in the face. It was in the name - Terraa. So we dug, and we dug deeper, and the more we dug the richer it got. Soil was the answer and it was right there.
Brand Identity
We played with photographic soil, illustrated soil, photorealistic soil, and finally arrived at a distilled minimal derivative in a geometric cross section that everyone in the room could agree upon.
One key milestone was in one of our early brainstorms
where a marketing intern threw the word ‘innocent’ and it just
stuck. It was the guiding light through the process, for the design,
the typography, the photography and the language.
It took us 10 weeks, two weeks over the time we had mapped,
but the results were worth the wait. The Terraa Farm Fresh
team launched the new campaign, and we threw in some
coupon codes to measure the activity. The first week saw
acquisition jump a whopping 700+ %
office
4th Floor, Shram Dham, 19 Road, Khar West, Mumbai 400052
B11, 67 B Ballygunge Circular Road, Kolkata 700019