GROWING BETTER TOGETHER
What We Did
Established in 1903 and located in Armagh, the farmer-owned Fane Valley Group is Northern Ireland’s most progressive agri-food business, with interests in animal feeds and agri-retail. The company had grown dramatically with business operations impacting positively on the perception of the Group and its capabilities, however this was not represented by the brand which had become out-dated and inconsistent, limiting to Fane Valley’s growth moving forward.
Having conducted intensive strategy sessions with management and shareholders, a need for an evolution of the original identity was established. It was vital that all of the existing equity of the brand was carried forward, whilst reinvigorating the Fane Valley of today and future proofing the business to support ongoing growth. The introduction of a custom font and rejuvenated colour-ways, as well as the addition of group and sector marketing messaging helped develop the identity system while retaining the visual characteristics that made Fane Valley recognisable. Importantly, the brand roll-out was managed in a way that could be phased and implemented over time and in partnership with the inhouse team.