When Kiwi icon Farmers approached Voice, it was under threat from other aggressive retail channels and was beginning to lose its way. Staff and customers were unclear about the proposition Farmers offered and exactly where the store fitted into the marketplace. Applying our experience in the retail channel, Voice worked with the store to focus and refresh their brand. Through focus groups and market research, Voice developed a strategy for Farmers that gave them a clear proposition and direction and helped them understand exactly where they stood in the retail market. Voice then went on to develop a new identity and visual signature for the brand, fresh marketing collateral and communications material, an improved store layout and wayfinding system along with a clear merchandising and launch strategy.
With new brand relevance and a definitive promise for customers, Farmers gained renewed confidence and direction that led them to a new way of doing business. The retail giant successfully reclaimed its place in the hearts of New Zealanders and it has never looked back.
“Voice bring a powerful combination that I have seen work time and again. They immediately understood us and where we wanted to go as a company.”