Farmers approached Voice due to aggressive competition hitting its home markets. Staff and customers needed clarification about the proposition they offered and exactly where the store fitted in the retail offering space.

Through focus groups and market research, Voice developed a strategy for Farmers that helped them understand where they stood on the ‘big box’ to ‘department store’ continuum. A new identity and visual signature for the brand followed with fresh marketing collateral and communications material, an improved store layout and way-finding system, and a clear merchandising and launch strategy.

With new brand relevance and a definitive promise for customers, Farmers gained renewed confidence and direction, leading them to a new way of doing business. The retail giant successfully reclaimed its place in the hearts of New Zealanders and has never looked back since.