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 vegetables 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 impressive 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 ~
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.
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+ %.
