Overview

Frederic Smart are an agricultural expert with over 110 years of experience as a grain merchant trading all types of combinable crops including cereals, oilseeds and pulses from assured farm businesses to supply consumers from millers to maltsters, crushers and compounders, both locally and abroad.

They approached us with a new business venture looking to expand their well-established seed distribution business to offer their grass, forage and agricultural seeds Direct To Consumers – from this Smart Seeds was born. Smart Seeds is a brand looking to provide a platform to sell their products online directly to consumers making it quick, easy and convenient for their customers to buy a wide variety of seeds at a touch of a button.

We looked to create a brand that embodied the key benefits of their products, their pedigree and expertise to champion the potential of their newly realised venture.

Expertise Delivered

  • Branding
  • UX/UI Web Design
  • Shopify Ecommerce Development
  • Shopify Plugin Development
  • SEO & Google Ads PPC

Business Location

  • Cambridge

The Challenge

The challenge was to create and launch a new brand from zero in a highly competitive and saturated market and support their endeavours with data and insights that Frederic Smart would need to prove and justify the validity and demand of a new business initiative. They needed to be brave and transition from the B2B environment into the B2C space and create a vision of authority and a “best-in-class” first impression. Our initial goal was to conduct a series of workshops, discovery sessions, audience research and data gathering whilst running through the processes of; Identifying their goals, brand positioning, tone of voice to ultimately create a brand and website that stood out above the competition.

Our Agency Approach

The challenge was to create and launch a new brand from zero in a highly competitive and saturated market and support their endeavours with data and insights that Frederic Smart would need to prove and justify the validity and demand of a new business initiative. They needed to be brave and transition from the B2B environment into the B2C space and create a vision of authority and a “best-in-class” first impression. Our initial goal was to conduct a series of workshops, discovery sessions, audience research and data gathering whilst running through the processes of; Identifying their goals, brand positioning, tone of voice to ultimately create a brand and website that stood out above the competition.

Creating A Best-In-Sector Brand

We always challenge the ‘why’ when starting the process of branding and once this had been established we moved on to the visual identity itself. We set about creating a modern standout logo marque that needed to be instantly recognisable with a subtle styling nod to their process with the lower arch of the ‘S’ representing a ploughed field and a seedling sprouting out from the centre of the letter.

Choosing the colour navy helped reflect trust, loyalty, confidence and reliability that is often associated with this colour. The earthy greens were used as natural undertones and also suggests growth and sustainability.

Looking at others in this space, the way the brand has been created for Smart Seeds is brave, positive and unapologetic so as to swiftly establish itself as a strong contender and option for consumers looking for seed supply from a company that can undoubtedly deliver on it’s promise.

Bespoke Shopify eCommerce

Given the business challenge and the fact the client had never launched an eCommerce website before, we felt Shopify was the most appropriate platform for them, plus much of the back-end heavy lifting and compliance considerations can be covered for them as part of this platform solution to mitigate their workload.

By using Shopify, we were able to concentrate more time on the user journey and wireframing which also helped to get the product to market within a shorter timeframe compared to other platforms. It freed up time to focus on pre and post SEO work to place the brand on strong search visibility foundations. Choosing Shopify also allowed for more flex when it came to integrating best practice eCommerce plugins to activate all forms of advertising integrations such as; display advertising, Google AdWords and Social Media Advertising.

The Website was just the beginning of the journey

It’s never ever been a better time for brands such as Smart Seeds to move into a DTC (direct to consumer) eCommerce market. The next phase is a multi-prong strategy to activate the brand, build search visibility, test and measure a variety of paid campaign channels and work constantly on building the acquisition of new customers, retaining them and turning them into long term advocates.

We have only really scratched the surface of the potential that exists for Smart Seeds in terms of online sales and market share.

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