Growing sales for
Alan Bartlett & Sons.
Beginning with the development of the Bartlett’s bunny ‘B’ logo, and a unique typeface, I encapsulated the brand personality initially in print and then online. As the company diversified, I delivered a number of naming and sub-branding projects including the design of specific products: Bobtails, Beauties, Belles lines and Bowlfuls.
I’m always looking for new commercial opportunities on behalf of my clients. For Alan Bartlett & Sons I instigated a new soup offer by introducing an artisan soup producer to facilitate the new product to market. In line with the on-brand naming protocol I then named the soups ‘Bartlett’s Bowlfuls’ and designed the packaging for a full range of soups sold exclusively through Tesco. To ensure on shelf stand-out, an aperture in the printed label reveals the soup through the clear plastic container showing the appetising, and wholesome, soup in the bowl.
Briefed with the challenge to rejuvenate the sales of a failing product line, bunches of Bartlett’s carrots. The answer was simple … inject some branding to create product personality and differentiation. ‘Bushytops’ were born. And an increased turnover of £1.5 million in just 12 months. Not only that, but Bushytops sales continue to grow year-on-year. No longer a seasonal offer but now available all year round. Which, for Alan Bartlett & Sons, meant purchasing additional fields throughout Europe to meet demand. This case study, alone, proves the power of branding.
As large scale growers of quality carrots, when it came to the new brand identity, I had to encapsulate what Bartlett’s were all about in a simple, recognisable symbol that quickly communicated the company as a brand. This lead to a very uncomplicated solution: The bunny ‘B’. The logo became the centre piece of the overall branding and leant itself to the naming protocol and subsequent branding of their individual carrot varieties.
When originating Corporate Identity Guidelines for brands, every aspect of the visual representation must be considered: graphic design, colours, fonts, visual implementation, including art direction of photography. Every aspect must be policed to ensure brand consistency. Once the branding protocol had been established it can then be extended to other platforms. The user-friendly website designed strictly in line with the guidelines, allowed for wholesale customers to buy direct, something that Alan Bartlett & Sons had not been done previously.
The website design included a process of research, customer mapping and wireframing to present all relevant content and the sales process in an intuitive and easy-to-use format. The website also includes a recipe section, which allowed users to submit their own ideas and receive recommendations from the team. This was combined with a news/blog section aimed at getting not only their existing B2B customers interested, but also adding appeal for new consumers, attracted through the social media marketing strategy.
CLIENT FEEDBACK
‘Since going through a whole business re-branding, sales have gone from strength to strength. From social media campaigns to product launches, Les’ work has always been first rate and had a positive impact from the outset.
He has helped our brand become one of the most recognised in the industry. Prior to the Bushytops brand being re-launched there was uncertainty over the future of Bunched Carrots. We worked with Les and his team to develop the brand to capture and highlight the great taste and freshness of our product.
Since the re-branding, sales increased significantly and even led to a competitor product being de-listed. Sales volume increased by 145% in year 1 with other key measures also dramatically improving, so much so that we had to start growing in Spain to cover demand all year round. The efficient packaging solution also led to less waste – dropping by 20% to less than 3%’.
Company Director
The task of creating a brand for Alan Bartlett and his Sons, was one I truly loved. Right from the start I recognised the importance of presenting the family run business in order to communicate the spirit at the heart of this wonderful British company.
