BRANDING | LOGO DESIGN | WEBSITE DESIGN & DEVELOPMENT | EMAIL MARKETING
BRAND STRATEGY DEVELOPMENT & LOGO DESIGN
I was engaged by Cherries at Verdun's to deliver an updated brand. This coincided with the business changing hands and a new family group taking over the orchard operations.
The original brand had been put together by the first owners and didn't suit the changing attitude and demographics of the target audience.
Cherries at Verdun was identified as a family-friendly, pick-your-own cherry orchard in the Adelaide Hills. The orchard is situated on "The Pines", which was established in 1847 by the Gallasch family and is still their home today, a history that is very important to the business and the families involved in the operation.
The brand was designed with this heritage and family-focused atmosphere in mind.
Beginning with the logo, I focused on promoting a nostalgic and welcoming feel. Utilising EB Garamond Medium as the logo and heading typeface to hint at heritage and nostalgia, resulting in customers feeling comfortable and familiar with the brand.
Using a watercolour image of cherries and deeper reds in the brand mark complemented these emotions.
Suggested imagery in the brand guidelines highlighted the importance of dynamic cropping, lighting and focus. The photography is all indicative of a family-friendly destination with delicious fresh produce.
The updated brand is easily maintained and attracts the attention of Cherries at Verdun's target demographic.
WEBSITE DESIGN & DEVELOPMENT
Cherries at Verdun's updated branding was the first step in re-designing the website to make it more functional and match the new brand strategy and guidelines.
The original WIX CMS was maintained for ease of use so that the new Cherries at Verdun owners could maintain the site as required and use integrated marketing opportunities.
The content was re-written with SEO keywords and readability at the forefront, while the site was designed using UX principles resulting in an effective website that was easy for users to navigate.
The updated website will continue to grow the Cherries at Verdun audience, creating emotional connections between families and the business, and increasing customers and business opportunities.
EMAIL MARKETING
Using the native Ascend function in WIX, I set up email marketing and prompts for users to join the mailing list, allowing for direct communications between the Cherries at Verdun owners and their customers.
Within 4 months the mailing list has grown to over 300 contacts.
Marketing communications have an open rate of over 50%.
The creation of a mailing list and email marketing templates has allowed Cherries at Verdun's owners to directly communicate with their customers and foster a sense of ownership and community.
