Year : 2017 Category : Integrated Branding Design

Despite the risks involved in rebranding a well-known and established brand with a long history like Farmers in New Zealand, the project was something that I wanted to pursue as it was a brand i was eager to work on. The goal was to create a more intuitive brand identity that would build on the existing Farmers logo. To achieve this, I decided to combine the retail brand Farmers, which is representative of New Zealand, with the national icon, the "KIWI bird."

Research showed that young people only saw Farmers as a place to buy underwear and did not consider it a shopping destination for anything else. Therefore, i needed to develop a campaign and a brand image that would appeal to a wider range of age groups. I wanted to create a new perception of Farmers as a trendy place that offered convenience to existing customers and was an exciting, cutting-edge destination for younger consumers.

The campaign posters used a strong, attention-grabbing copy and visuals that employed the figure of speech "antithesis" to create a contrast between hidden meaning and visuals. I wanted to emphasize the meaning even more. The posters conveyed the message that Farmers is a place that
may seem boring, but it is filled with diversity;
it may be old-fashioned, but it is also trendy;
it may not be cool, but it is incredibly cool,
it may seem unexciting, but it is actually very exciting.

Therefore, the new campaign for Farmers showcases the possibilities and diversity that exist in everything with the slogan
"Good & _". Throughout the campaign, variations such as "Good & New," "Good & Experience," "Good & Festival," "Good & ..." are used.

To offer users a new experience, I designed a new look and feel, incorporating the latest trends into the UX on their website, mobile app, and gift cards.