DEVELOPMENT OF THE FAMILY FARM BRAND
RODNYYE LADONI

FAMILY BUSINESS NEEDED A STRONG BRAND TO MAKE A GREAT COMPETITION ON THE HOUSEHOLD MARKET

In 2011, Andrey and Evgenia Bogdanov started breeding animals to provide themselves and their families with natural products: they bought a cow, eight rams, three goats and several dozen chickens. The land, which had been resting for the last 40 years, had accumulated a deep fertile layer and was ready for cultivation.

The family did not even think about commerce, but the farm quickly grew, and its surplus began to be sold to neighbors. For four years, private entrepreneurs have been mastering in order to enter the market in the spring of 2015 as a full-fledged supplier of natural products. Then they gave their farm the name - "Brahma".

By early 2016, the farm was supplying local markets with meat and poultry, fish, eggs and dairy products, as well as feed mixtures made from natural ingredients and herbal preparations.

The Bogdanovs were ready for development: they wanted to expand their reach and scale sales but for this the family business needed a strong brand that could withstand the rapidly growing competition in the private household market.

RESEARCH SHOWED: BUYERS TODAY LESS TRUST IN LARGE RETAIL CHAINS giving preference to locally produced natural products

Competitive advantages such as a long shelf life and delivery from the most favorable region for farming are no longer a purchase criterion: if the product has endured a long journey and has not lost its attractive appearance, this is an occasion to think about its composition and ask the relevant question: "Is this food dangerous?" for the body?

A sign of quality is a short shelf life. Only local producers can fill the market with such products, which makes private farms a priority.

Not the last role in this matter is played by the fact that the main buyers of the 21st century are women: it is they who purchase the vast majority of goods in each segment. At the same time, when choosing a specific product, personal attitude often plays a more important role than rationality: therefore, women are ready to consciously choose farm products over and over again, even if such a purchase is relatively more difficult than going to a hypermarket.

Thus, we determined the target audience of the brand: these are families with children from 3 to 14 years old, where a woman does housework, and a man earns money. They support traditional values and continuity of generations.

MAIN COMPETITIVE ADVANTAGES OF FAMILY FARM PRODUCTS

Based on the research results, we formulated

DELICIOUS FARM PRODUCTS

Positioning

Positioning metaphor

A TOOL FOR FAMILY PRESERVATION AND PROSPERITY

At the same time, the farm not only solves many household issues of customers, helping them gather their families at a rich table every day, but also takes responsibility for the revival of the national industry of private farms that supply natural and tasty products to local markets.

BRAHMA

At the very beginning, the farmers named their farm after the breed of chickens - "Brahma", but this word was not protected and did not evoke figurative associations among buyers: an incomprehensible European sound was an obstacle that alienated the farm from the target audience.

The new name was supposed to be family oriented, traditional in a good way and create a sense of reliability. All these meanings were reflected in two words - "Native palms."

old
name

We work with our hands, but through our palms we share our emotions. The name of the brand reflects these meanings, evoking the image of the father's strong calloused hands, which will always protect and support, and the soft motherly hands, giving love and warmth.

"Rodnyye Ladoni" - opposition to industrial production. These are homemade products designed to please loved ones and feed a large family.

"Rodnyye Ladoni" is, first of all, a family that is engaged in a common cause. They are farmers, but their goals go much deeper than making a profit. With their work, they promote many values: the right attitude to the land, ecotourism, the restoration of peasant farming traditions and preservation of unique breeds of domestic animals.

In order not to tie the brand solely to farming and create a strong foundation for development in any field, we chosen the coat of arms as the main visual image. This symbol reflects family, emphasizes responsibility and fidelity to traditions.

The family coat of arms of the "Rodnyye Ladoni" is divided into four parts, in each of which is one image, symbolically denoting cattle breeding, poultry farming, fishing and farming. The reading order of the four-part coat of arms reflects the priority of the farms: in  the first place is  - red and  white meat; secondary fields are reserved for fish and plants.

Additional stylistic elements were not  chosen by chance: they don't  just give the logo a visual and  semantic completeness, but  and  fill it with historically correct meanings. So the crown crowning the shield, in its shape corresponds to the crowns depicted on the coats of arms of rural populations.

The font part of the logo is made in a modern version of the antiqua, the truncated strokes of which add modernity to the classic styles.

In this way, we achieved a visual correspondence of the brand name to its content, while demonstrating respect for the experience of ancestors and willingness to develop together with technologies.

THE IDENTITY OF THE "RODNYYE LADONi" IS BASED ON A COMBINATION OF SIMPLE ELEMENTS associated with farming:

Such a minimalist approach is relevant in the context of modern aesthetics and is beneficial for the brand, because it allows the buyer to examine the product and logo - remember the manufacturer and correlate the high quality of the purchase with him.

THE COLOR PALETTE IS MADE IN COMPLEX, EXPRESSIVE SHADES

GREEN

The shade we have chosen  is a contrast to the color of the first spring grass replicated on the market. Such bright greenery is appropriate for branding in retail stores that need to emphasize the freshness of their products.

In our case, this question recedes into the background: the production of "Native Palms" is fresh a priori. That's why we laid a completely different meaning into green.  with it, we emphasized the experience and returning to roots: here the green is not expressed as brightly and adding a yellow tint hints at autumn palette  - Harvest time. Among other things, this shade stands out from the  general mass, attracts the eye and looks especially noble against the background of the same type of competitors.

DARK BROWN

As the darkest color in the palette, we chosen not classic black, but dark brown.

The semantic content of this shade is read on a subconscious level: the color of plowed fertile land.

BROWN AND PALE BROWN

These two colors go together and are complementary. Their hue corresponds to the darkest color in the palette, but saturation is chosen to match the complex green and emphasize its expressiveness.