Velocity Branding

Project Description

Prairie Orchard Farms is a producer of value added pork products, their most prominent product being Omega-3 Enhanced Pork. As the first federally certified Omega-3 pork producers, they are a category breaking company who is relatively new in the marketplace and leveraged to make a solid impact on the industry worldwide.

After taking the time to understand the full picture of where Prairie Orchard Farms was going, Velocity evaluated the company’s original identity and uncovered a number of problems with its ability to be flexible across all media from product packaging to point of purchase materials and electronic tools. Velocity also recognized that with a name like Prairie Orchard Farms, which does not describe the company as a meat producer and recognizing how much they planned to diversify the product line, it became clear that the common denominator would always be the company itself and what it stands for.

After carefully considering all of the issues, Velocity re-created the logo and added two additional components to the brand that can be used to better define the company. The new business descriptor ‘Quality Meat Products’, clarifies the line of business and answers what the company does while the positioning line, ‘Traditional Values. Distinctive Standards’, speaks to the expectation the marketplace can hold the company to. The overall design of the logo now communicates a bright, healthy and wholesome company, further driving home the company’s commitment to nutritious, value added meat products.

Once in place, the new Prairie Orchard Farms brand needed to come to life. Velocity developed a marketing strategy addressing each of the company’s key markets including end consumers, distributors and stores. The resulting tools that have been developed to include corporate stationery, a website, brochures, radio, television, outdoor advertising, point of sale items, banners, posters, packaging and labeling and a DVD presentation that has traveled from Canada to the US to China.

The website has played an integral role in developing sales and keeping consumers and potential distributors in ’the know’ which is key since Prairie Orchard Farms has new products branching into many new locations. In fact, after the launch of the introductory outdoor and radio campaign in Winnipeg, the website experienced immediate traffic increases and the company had a strong increase in sales. Overall, the company has experienced steady growth and is receiving an excellent response in the marketplace.

Testimonial

Willy Hoffmann, President and CEO

“We are a new company and we needed focus and direction when we met Velocity. We moved our account from a previous supplier, and our brand needed to be re-addressed. Velocity reviewed what we had and made recommendations, while developing a solid plan to move forward. Our goal is to produce and market new food ideas and products, so it is very important that this goal is portrayed in our logo, image, presentations, website and point of sale materials. Velocity’s plan and branding has captured what we are trying to present. We frequently meet with some of the largest companies in North America as well as globally, as they often comment on how professional our sales packages look and they take us seriously. Not only do our customers respond to the brand, but Velocity has also received awards for the work they have done for us, as featured in Global Corporate ID 3 which is distributed internationally. We have an aggressive growth plan over the next year, and now have interest from heavyweight buyers like Sobeys – and we could not market ourselves this well without the help of Velocity.”