BRAND DEVELOPMENT | WEBSITE DEVELOPMENT | SOCIAL MEDIA | EMAIL MARKETING | COLLATERAL
BRAND STRATEGY DEVELOPMENT
The original brand had been put together as a launching point and didn't suit the eventual attitude and demographics of the target audience.
Kangaroo Island Fresh Garlic was identified as growing and selling premium farm gate garlic products, with an expanding product offering with more high-end products.
Typical buyers are Australians who have a keen interest in home cooking, they are overwhelmingly women 45+ years old with mid-high household incomes. The brand was designed with this demographic in mind.
The colours were updated, maintaining the black and white of the original brand, but refining the off-cream to a premium gold colour (matching the original packaging) and removing the green. The masculinity of the original colours and brand was offset by utilising a lighter font in the Prompt family in conjunction with the gold.
Suggested imagery in the brand guidelines highlighted the importance of dynamic cropping, lighting and focus. Examples demonstrated indicate an exclusive and sophisticated style, utilising negative space, texture and candid behind-the-scenes styles.
The updated brand focuses on connecting with the KIFG audience in a sophisticated, premium style. It is easily maintained and still maintains the authenticity of the brand.
WEBSITE DEVELOPMENT
I was engaged by Kangaroo Island Fresh Garlic to deliver an updated new e-commerce website. This coincided with the business expanding its high-end farm gate product offering to increase the customer base.
The original website was a Microsoft-based site that wasn't user-friendly, had a high abandon cart rate, had major issues with customer difficulties checking out, and could not track the customer journey.
We decided on launching the new website on Shopify, given its various integrations, ability to connect to several selling platforms, and customer journey tracking.
The updated website will continue to grow the B2C element of Kangaroo Island Fresh Garlic. It has helped grow the email marketing list, create brand champions, reduce abandoned carts, and helped to increase sales.
EMAIL MARKETING
Using the pre-existing MailChimp account, I have grown the Kangaroo Island Fresh Garlic email marketing list by over 300%, resulting in campaigns returning ROI as high as 92:01.
The growth of the mailing list and email marketing activity has allowed Kangaroo Island Fresh Garlic to continue to develop a sense of ownership and community among its customers, while also significantly boosting sales activity.
