Fram Farmers

Brand consultancy

In 2014, Spring rebranded £190m farmers co-operative Atlas Fram.

The farming co-operative provides the purchasing, grain marketing and administrative function for over 1,250 farming businesses across the UK. Its name, Atlas Fram, was the result of an agreement when Framlingham Farmers acquired another co-operative, but caused problems: it was prone to typos (even by members), and – worse – it simply hadn’t stuck. The organisation had ended up with at least three different names in common use.

Research revealed a strong desire to formalise its nickname of Fram Farmers, and Spring’s designers developed a punchy red, white and blue palette around the name to underpin its very British character. We supported the board by workshopping with and presenting to staff, members and other stakeholders at a range of events.

Turnover in the first six months of 2015 rose by almost 10%, as a result of good business management, skilful buying, high quality customer care and improved clarity in the organisation’s brand communications.