Brand Identity – Country Crest
Due October 3rd
Country Crest, a north county Dublin vegetable producer, produces, packs & promotes a sustainable & eco-friendly approach to fresh vegetables. It is heavily engaged in promoting local produce to local & national markets as well as eco-sustainable farming methods abroad in places as far afield as Haiti.
Country Crest Logo http://wdisplay.com/w-display-at-bloom-2015/
Words I would use to describe Country Crest would be:
How does the company operate as a whole. ?
“Country Crest is a promise of passion, purity and integrity in everything we do. And will do.”
This is a line on the company website, rounding off a statement that pledges the company to an honest & loyal approach to their customers, suppliers, staff & families. The company mission statement shows a true understanding of where they have come from & to where they owe their success. With over 100 years & 4 generations of farming experience, without an understanding of the value of good farming practice and a loyalty to the land & its people, the business would have suffered down the years & shows the futility of taking from the land now without care for the consequences for future generations.
What values does the company adhere to.?
This company is based very firmly around the values of family, loyalty & sustainability. They are innovative in both their products & their process’.
Does the company have a Motto, slogan or mission statement.?
Our Vision is to become an ever more successful and diverse Agri-Food business, while remaining true to our core and, most importantly, true to nature. We know how important it is to respect and nurture the purity and power of the land because this will influence our lives now, and for generations to come. We embrace this ideal.
What kind of company is Country Crest.
This is a product based company. Focused firmly on producing quality produce in an eco-sustainable manner.
The brand is promoted & presented using various methods such as through award achievements & sponsorship. Some of its market channels include large outlets such as Tesco & Supervalue, while also being represented by smaller boutique outlets such as farm shops, & it’s presence at large fairs such as Bloom & the Ploughing Championships.
Not the strongest facet of this company, it takes more of a “quiet but efficient” approach. However, they seem to be making a push recently, entering Twitter & Facebook and using those channels to communicate.
Everyone involved with this company is from an Agri background & is therefore well aware of the benefits of a sustainable approach. They are therefore fully invested in the company’s approach.
The company is also endorsed by people like the celebrity chef Nevin Maguire. He promotes the produce they supply such as meat, both in his shows & in the farm shop.
How is the company displayed through its corporate identity & logo. Does it have a brand manual.
- Sponsors of Killalane Motorbike Race.
- Sponsorship of the Workplace employer of the year award
- Association with other high profiles such as Tesco, Nevin Maguire, Jones Garden Centre.
- Sponsorship of local sports teams such as Man of War GFC.
Country Crest restaurant at Bloom http://www.bfk.ie/client-a-template-1/
They are the main sponsor of the Killalane Motorbike Race in
How do the Brand & Identity marry. Is the perceived emotional corporate image reflected well in the visual aspects of the overall brand. Does their public behavior match what their mission statement proclaims…..? Well, there seems to be a disconnect between the identity the brand displays & the friendly & local attitude it promotes. I sent a request to the company in September & so far have not received an reply or even an acknowledgement of the request, so somewhere along the line there is a broken link between the image they put forward & their process for following through on it.
I did find some examples of a brand guideline on a number of companies & the one that interested me the most was by the Channel 4 group. The depth to which they explain & protect the usage of their identity is incredible. For instance, the images below show the guidelines for using type on poster advertisements & the space that should be used around the text.
The Full Style Guide can be found here. chanell-4-styleguide1-1
The CEO’s of Country crest are a pair of brothers who have developed the family tradition into a very successful brand that has a very large share of its market. They take an active roll in promoting the company & are often pictured in promotional images.
Both of the brothers come from a farming background and can often be seen getting involved on the ground level. However, they have done a lot of work over the past few years to increase the professional standards within the company & also in how they deal with other bodies. For instance, they are very involved in the CSR (Corporate Social Responsibility) program where they help train farmers & communities in Africa & other countries to become self sustainable & even grow their market & increase income. The brothers have a good mix of being able to handle the professional business side while also heavily involved in the hands on traditional work, displaying a good connection between the company ethos & the front line actions of the company.
Here is some information on Brand Style Guidlines by the agency who created the new identity for Country Crest. http://www.personadesign.ie/brand-style-guides/
And some further info on the branding. http://www.bfk.ie/client-a-template-1/
Case study on the brand resilience. https://www4.dcu.ie/sites/default/files/centre_for_family_business/FCC%20DCU%20CFB%20Family%20Busines%20report%20May%202016.pdf
Some examples of brand guidelines: http://blog.hubspot.com/agency/brand-style-guide-examples#sm.000002v4z5el58fm6pwjuabstt05a
The Channel 4 Brand guidelines: http://www.channel4.com/about_c4/styleguide/downloads/C4StyleGuide1.1.pdf
Sustainability award http://www.bordbia.ie/corporate/press/2011/pages/FoodandDrinkIndustryAwards2011.aspx