Work

Leafy Patch

With multiple farm sites across the Victorian region, Leafy Patch supplies a diverse range of delicious salads all year round.

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Industry

Food & beverage

Services

Design, Digital, Marketing, Brand

Challenge

Leafy Patch engaged our team to guide the brand strategy for their range of products from logo and packaging design concepts to supermarket shelves, website development and social media channels.

Solution

Leafy Patch engaged our team to guide the brand strategy for their range of products from logo and packaging design concepts to supermarket shelves, website development and social media channels.

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Increase in website traffic since launch
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increase in their number of returning visitors
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An optimised user experience (UX)
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Continually increasing the number of loyal customers and repeat purchasers
Leafy Patch wanted to meet their savvy target demographic’s needs.

The Goal

The new design needed to allow easy access to recipe and product information and integrate seamlessly with social platforms for information sharing.

Leafy Patch needed assistance selecting and rolling out content across popular social media channels and required a consistent brand language for their product launch.

The company wanted to tap into the needs and pain points of a food loving #saladlover and encourage their audience to share recipes and their own salad creations online.

Our strategists rolled out a targeted brand strategy.

The Process

Our team built a mobile friendly, easy to navigate and search engine optimised website that compliments the product packaging and branding.

Our analysts reviewed industry data and undertook marketing research to understand the key purchasing groups for this product category and their decision making drivers. Insights about each audience’s purchasing behaviour, product preferences and quality expectations helped us to form a strong and targeted brand direction for Leafy Patch. This was used across the brand design, messaging, product packaging and online channels.

The Leafy Patch logo reflects a modern natural feel that target audiences were drawn to during user testing. It has references of farm motifs, where produce was grown and indicates farming values. Our designers kept this key theme consistent throughout the online and offline brand experience, designing packaging to showcase freshness and quality with a colour palette and graphic style that appeals to target audiences.

The website features inspiring ways to add leafy greens to your daily diet, with recipes for each of the products. Users can filter by ingredient and dietary filters and can access nutritional information for each recipe.

A communications plan was developed to determine the key messages for each of their stakeholder groups, being wholesalers, supermarkets and end consumers.

All packaging and social content promotes the hashtag #saladlover designed to inspire consumers to share and celebrate healthy salads.

From seasonal promotions to blog content, Thirst Creative continues to offer ongoing support to assist Leafy Patch getting their messages across to their target customers.