Case Study | Growing a bigger veggie patch | Branding Agency Australia | Brand Strategy | Restaurant Design | Industry recognition

UNDERSTANDING CONTEXT

Jim Geneid is a passionate second generation fresh food merchant with a mission.

Carrying on a family legacy of fifty years in the business, Jim took over an existing fruit and veggies shop at the Westfield East Gardens. He immediately sensed an opportunity to build a brand that is loved by the local community. Jim engaged Bubblefish to help establish himself as the new ‘go to market’ man in town.

ANALYSING ISSUES

The store, Urban Farmers Market had the advantage of an open-plan setting at a vantage location within the shopping centre. Jim realised that a simple “Under New Management” sign was not enough signal to let shoppers know that his fresh produce business had made an all fresh start.
Legacy store systems and processes that weren’t working needed to be replaced or improved so returning shoppers could see a real difference in the shopping experience.

IDEATING STRATEGIES

The store had to assume a distinctive identity and Jim became the voice of the brand narrative. His personality permeated all corners of the shop for a pleasurable customer experience. Custom designed collaterals helped facilitate the shopper journey around the store.
The communication platform deploying both product and brand assets had to be scalable and replicable to allow for future expansion of current and future stores.

CRAFTING SOLUTIONS

The creative execution adopted a hand-crafted style that linked the Urban Farmers Market brand seamlessly to the farmers and local growers working the land.
The messaging articulated Jim's passion to provide affordable fresh produce to everyday Aussies.
Recommendations on fit-out harmonised the look & feel across the physical and tactile environments.

"To provide affordable fresh produce for everyday Aussies."

PRIMING FOR SUCCESS

Urban Farmers Market has attracted a growing number of footfalls from within the East Gardens community and turned these into happy customers.
With a powerful brand story in the bag, Jim is now ready to go to market seeking out outlets in other suburbs that are ripe for a transformation.