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Feathered Friends Case Study
An established rare poultry breeder, who eventually became Feathered Friends required a comprehensive re-branding package to help it broaden its target market.
Initially helping the client to develop a brief, looking at the market he wished to enter and what his potential customers would be looking for, it was quickly established that the best returns would be gained by targeting customers attracted to keeping poultry on a leisurely basis (but who would not necessarily be smallholders in the traditional sense).
This was based on the analysis that as increasing numbers of people had begun to move to rural areas as a matter of lifestyle choice, there would in this way be a potentially rich vein of disposable income for the business to exploit. Poultry keeping, so symbolic of traditional ‘country’ life, was liable to make the client’s rare breeds fashionable lifestyle ‘pets’.
Accordingly, a fun, accessible name for the company – Feathered Friends – was chosen to re-launch the business, and a branding strategy that included development of a logotype, stationery and livestock transportation packaging decided upon.
This work also involved, amongst other things, ensuring that such issues as livestock transportation regulations and environmental recycling issues were fully taken account of within the design of the packaging.
The new brand helped project traditional values within a modern and accessible visual language. This aided the company’s professional development and allowed it to charge a premium for its product.
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