Silver Fern Farms’ brand transformed

Silver Fern Farms’ brand transformed with eye to future

Designworks has completed the brand transformation of one of New Zealand’s largest meat exporters, Silver Fern Farms.

The farmer co-operative, the country’s leading meat-marketing, processor and exporter, tasked design agency designworks with creating a premium international brand as it looked to drive growth in sales overseas.

A new brand was necessary to help build an international benchmark of excellence offshore, while at the same time celebrating how the company and their farmers work together in a proud, progressive partnership.

Noel Blackwell, of designworks, said the challenge for Silver Fern Farms was to move from a supply-chain focused co-operative, to a market-facing partner, providing a stronger link between farmer suppliers and end consumers needs.

“Our objective was to create a contemporary premium New Zealand international brand. We wanted a brand which would showcase the very best of New Zealand and clearly displays the values and qualities this country takes pride in representing offshore.”

Jef Wong, creative director of the project, said: “The resulting design is honest, fresh and clean in look and feel. The brand needs to embody the country’s straightforward manner and talent for innovation with imagery that presents the promise of purity, taste and unequalled quality.

“A New Zealand colour palette of black and silver reflects our well-known national badge of pride while open landscapes tell the story of the place where Silver Fern Farmers live and work.”

ENDS

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