Tim Powell is the mastermind behind Fairground, with 35 years experience within the organic and natural foods industry. Since retiring Tim had the idea of creating his own fruit and nut bar. The concept took hold and Tim set about coming up with his very own fruit and nut bar containing only ingredients that were certified both organic and fair trade.
The brief was simple... to emphasise the two main points of organic and fair trade. The words 'Fair and Ground' were chosen to simply represent what the bars stood for. A mind mapping process was put into action to work out the connections of both the words and found that it filtered back to 'fairly traded' and naturally ground organic products.
A strategy needed to be put into place to make sure people understood the connection between the logo identity which transpired into the design campaign. By showing the bars growing from the grass roots implemented the fact that this was a natural product that had all the connotations of being organic.
The bars are gluten and dairy free, but the key USP Tim wanted to focus on was the fact that the bars were organic and fair trade. As far as we are aware, the bars are the only products on the market that can claim 100% on both counts, and they are issue's Tim is very keen to support.
I created a strapline 'It's in our nature' which is simple, effective and ties in nicely with the brand identity.
Challenges regarding the amount of copy required to fit onto the packaging of the bar certainly wasn't an easy task to deal with. The overall brand identity needed space to breathe and not over crowd and complicate the packaging design.
Once all the creative was completed this was then rolled out across a basic website.
