- the challenge
- the approach
- the result
Delta BC’s Windset Farms is one of the largest greenhouse growers in Canada and the largest in Western Canada.
Timing, ingenuity and ambition had thrown open the doors of opportunity for this client and with those opportunities came requirements for materials that matched their growing reputation as a producer of top quality greenhouse produce.
While a re-branding was seen as a future goal, there were simply too many variables to consider and the full range of opportunities had not yet been explored. Plus, with a company that ships millions of kilos of product per year, it takes more than flipping a switch to roll out a new brand. Therefore, it was decided to hold off on a full-scale re-branding until such time as we could all see the possible directions the company could take and develop a brand that could support any of them.
The goal for Windset and Tugboat is to push Windset produce from a common commodity to a quality branded product that consumers demand. So that’s where we started. We recognized the need for a tight and together look and went to work on unifying package design, trade collateral, point-of-purchase, web and consumer materials to create a consistent look and feel of quality, freshness and taste. When the need arose for new packaging, we gave names to each product. Grape tomatoes became Concerto™ Tomatoes. Cucumbers became Fresco™ Cucumbers. The product was set to be the hero at this point, not the grower. Consumers would come to know these products by their brand name.
Within its existing boundaries, we updated the Windset visual identity and commissioned all-new product photography. We then contracted a seasoned executive chef to create dozens of delicious recipes based on the unique properties of Windset products. These recipes are receiving great reviews from consumers and are being featured on Global Television’s Saturday Morning Chefs. Leveraging this participation on Global, Tugboat has created a series of 30-second television spots that run during the same slot as the chef segment.
Over the last year, much has been done to build relationships with the Windset consumer, most notably recipes. Now should a re-branding be undertaken, we are in a solid position to activate these consumers with a brand that will be exciting and new but, to them, familiar at the same time.