Now the dream is in place, Sally and Robert set Spring the challenge to create a brand which could not only support individual aspects of the business but also underpin the all round, day out offer – as research and their experience revealed that visitors to the Farm Trail aren’t always aware of the Farm Shop and Café and vice versa. That meant Hollow Trees was missing out on vital sales and advocacy.
Our insight was that the family farm and its lovely story is central to every department.
It is the family farm’s produce that stocks the shelves and the butchery counter, and provides the ingredients for the Farm Café. What’s more, the Hollow Trees Farm passion about growing things in the right way and being part of the local community shines through.
To bring out the character of this fabulous place, Spring created an illustrated brand identity formed of meticulously hand-crafted icons for each of the departments, and drew them together into one overarching Hollow Trees Farm brand identity. The cheerful, artisan illustrations give out warmth of character and a personality that suits Sally and Robert’s vision and passion for their family farm.
In deploying the brand, we created guidelines that allow the icons to be used individually within each area of the farm. Spring worked to deliver supporting brand assets including Tone of Voice guidelines, as well as the web and on-site copy required for launch, and delivered a two-day photoshoot on the farm to generate a rich library of imagery designed to portray the whole day out experience.
The brand launched across site wide signage, menus and digital channel, including a fully responsive ecommerce website which received over 150 orders in the first two months after launch.
And to ensure that the brand stays lively, Spring continues to work with Hollow Trees Farm to develop and include events such as Holloween, where we developed a suitably spooky swamp monster to grace the marketing material.