Sunflower Farmers Market’s new look includes QR codes.
Farmers Market, a chain of “farm market” style natural grocery stores, selected
Vertis Communication (www.vertisinc.com)
for rebranding of its private label products.
Sunflower Farmers Market develop a fresh, unified brand that embodies the
essence of the Sunflower experience for its 600 new private label products.
Through qualitative research, competitive analysis and its own proprietary Customer
Focus Research, Vertis captured consumer preferences and develop packaging
concepts that tailor colors, imagery and designs that convey the brand’s natural
attributes to its health-conscious customers looking for products that offer both
quality and value.
Food and Beverage Packaging learned the
quick version of the design story from Steve Beckman, VP of creative services
for Vertis Communications. Regarding the changes, he says,
“Simply put, we created a new brand.
Here’s the quick story- Old brand: value brand. New
brand: focuses on quality, appetite appeal, and engaging graphics/copy
that draw the consumer in, creating an affinity that wasn’t there before.”
Along with a
design change, the company added Quick Response codes to its packages. The QR
codes link consumers to background information on Sunflower’s products,
including sourcing, recipes, healthy tips, etc. The strategy is to
partner with a consumer that is in a transition towards a healthier lifestyle
and become their brand of choice by providing education, fun, approachable
store destinations, and great products.
Beckman went on further to describe the design makeover, “the brand emblem went
from “Serious Food, Silly Prices” to “Sunflower Farmers Market”. The
store’s logo, newly redesigned, was augmented with a distressed, woodcut look
reminiscent of a country sign and became the brand flag. Photography and
illustration, as well as back panel elements, are now used to tie the products
to their ingredients, engineering every part of the package to target what we
call the “transitionary shopper,” someone who grew up on big brands, but has
become aware of the need for healthier choices, and isn’t ready for the
experience of more prominent natural stores.”