Over the past 20 years, Patane Produce has grown from a medium sized vegetable farm to a high volume international export business. The company supplies local, interstate and overseas markets with fresh vegetables grown in the rich soils of the south west of Australia. Vegetable marketing is restricted by the very nature of its distribution channels which, all too often, do not permit individual farm branding to the final consumer. The fundamentals of marketing a brand suggest, if you have a brand, which is perceived as a commodity, you don’t have a brand you have a commodity with a name. So it is with vegetables. How does the consumer choose which is best, how do they identify their growing location or quality. Who does the consumer trust? For the grower who wants to build a relationship with their consumers, this is a nightmare.
As a grower of fine quality produce, Patane wanted to reach its consumer market and as supermarkets decided to allow growers to package vegetables, Jack in the box was invited to assist in the brand and packaging development. The challenge was to present the brand and products in a new and innovative packaging model.
As with many of our concepts, Jack in the box utilised ‘The Purple Cow’ philosophy. We wanted Patane Produce to stand out in a cluttered field to turn what is essentially seen as a commodity, into a brand worthy of true loyalty. In addition Jack in the box needed to let the WA consumer know, fresh WA produce was available, which was good for you and also helping the local economy.
The brand was carefully evolved to position the organisation as per the brief with particular attention to the name and its clarity. Satisfied that the branding met with all requirements, Jack in the box turned its attention to the packaging and creating a differential in projection which would rival other brandings. The use of a crisp. white background gave the Patane Produce packaging a distinctive and easily identifiable persona, and the carton pack size offered convenience and the opportunity to buy quality in sensible volumes to suit the family refrigerator. The size also allowed consumers to utilise fresh vegetables daily.
The new brand, which is designed to demonstrate a traditional family organisation, positions the company as a trustworthy and prestigious organisation with experience, expertise and a family history of farming.
The Last Word
The campaign is still under implementation. Gourmet potatoes and carrots are already being packaged into Coles Stores and the next phase of packaging for larger packs is underway.
What We’ve Done
- Strategic Planning
- Business Plan
- Brand Development
- Stationery Suite
- Labels & Packaging
- Truck Signage