Project Description

Farm to Home Creator

BUILDING A SUSTAINABLE BRAND TO SHAKE UP THE HIGH-END TEXTILE SPACE

FARM TO HOME

THE CHALLENGE

Marci Zaroff, a pioneer and leader in the organic textile market for 25 years, brought her vision for an organic lifestyle brand, featuring high quality textiles at accessible price points, to BeyondBrands to co-create the strategy and execution with her. We needed to develop an authentic and strategic approach to launch Farm to Home in what we identified as whitespace in a very competitive marketplace. This required building a scalable brand from the ground up – a challenge our team at BeyondBrands relished across every department. Marci’s vision gelled into the goal of democratizing organic textile products for the home – with Farm to Home as the premier home lifestyle brand to lead the way. The call to action was to “connect food to fiber, source to story and seed to commerce” and make sustainable textiles accessible and affordable, with a supply chain that brought organic fibers directly from farm to shelf in a “circle of ecology.”

OUR APPROACH

We put together a stellar design, strategy and sales team to complement the founder’s vast experience. Of course, we leveraged Marci’s deep expertise, farm and manufacturing relationships, as well as credentials in fostering certifications, to develop the branding components, product design, and go-to-market strategy that included developing and maintaining an ongoing social media presence. We zeroed in on a multi-channel approach for partnership and wholesale sales. We also drew on her relationships and network for an expanded team as a foundation for scalability.

BUILDING A SUSTAINABLE BRAND TO SHAKE UP THE HIGH-END TEXTILE SPACE

FARM TO HOME

THE CHALLENGE

Marci Zaroff, a pioneer and leader in the organic textile market for 25 years, brought her vision for an organic lifestyle brand, featuring high quality textiles at accessible price points, to BeyondBrands to co-create the strategy and execution with her.

We needed to develop an authentic and strategic approach to launch Farm to Home in what we identified as whitespace in a very competitive marketplace. This required building a scalable brand from the ground up – a challenge our team at BeyondBrands relished across every department. Marci’s vision gelled into the goal of democratizing organic textile products for the home – with Farm to Home as the premier home lifestyle brand to lead the way.

The call to action was to “connect food to fiber, source to story and seed to commerce” and make sustainable textiles accessible and affordable, with a supply chain that brought organic fibers directly from farm to shelf in a “circle of ecology.”

OUR APPROACH

We put together a stellar design, strategy and sales team to complement the founder’s vast experience. Of course, we leveraged Marci’s deep expertise, farm and manufacturing relationships, as well as credentials in fostering certifications, to develop the branding components, product design, and go-to-market strategy that included developing and maintaining an ongoing social media presence.

We zeroed in on a multi-channel approach for partnership and wholesale sales. We also drew on her relationships and network for an expanded team as a foundation for scalability.

Farm to Home Bedding

SOLUTIONS: “ALL FARM TO HOME” HANDS ON DECK

We created a comprehensive plan to develop and launch Farm to Home, including:

Business strategy

Graphic Design & Brand Identity:

  • Mission statement
  • Logo design
  • Tagline
  • Packaging design

Design, Sourcing & Production of organic textiles

Website Design

Sales & Marketing Strategy

FTH_Logo+Tagline_white_backgroundAUG2019

BRAND IDENTITY & DESIGN

We began the design work with the logo, challenged with creating a fresh, memorable and contemporary icon to embody the organic brand values. We landed on the purity and elegance of a singular leaf to illustrate the connection to the planet. The design team also honed in on a font offering readability that would project warmth and modernity. Our creative branding team worked with Marci to develop a tagline intended to be an invitation and a positive statement reinforcing the idea of accessibility. “Dwell Organically” was the result. For the packaging design, we reinterpreted minimalist packaging tastefully, with a tactile component to further augment the invitation to “dwell organically” using irresistibly attractive products from first touchpoint to their enjoyment in the home.

BRAND IDENTITY & DESIGN

We began the design work with the logo, challenged with creating a fresh, memorable and contemporary icon to embody the organic brand values. We landed on the purity and elegance of a singular leaf to illustrate the connection to the planet. The design team also honed in on a font offering readability that would project warmth and modernity. Our creative branding team worked with Marci to develop a tagline intended to be an invitation and a positive statement reinforcing the idea of accessibility. “Dwell Organically” was the result. For the packaging design, we reinterpreted minimalist packaging tastefully, with a tactile component to further augment the invitation to “dwell organically” using irresistibly attractive products from first touchpoint to their enjoyment in the home.

Farm to Home Bed

DESIGN OF THE CERTIFIED ORGANIC TEXTILES

Our lead designer worked with the team in a collaborative process to create a portfolio of modern graphics for each product to elevate the collection and counter the myth that organic means “crunchy.” We created distinctive designs to address every room in the home to bring to life a sustainable brand with panache and style, adding sophisticated patterns and color palettes to connote an upscale brand with a connection to the earth. Product color names reflected earthy elements.

WEBSITE DESIGN

To be consistent with other aspects of the brand, the web design embraced a compelling, contemporary look and feel capitalizing on design practices and user experience techniques to emotionally engage the audience, including video and storytelling to authentically convey the brand’s differentiation, values and commitment to sustainability.

DESIGN OF THE CERTIFIED ORGANIC TEXTILES

Our lead designer worked with the team in a collaborative process to create a portfolio of modern graphics for each product to elevate the collection and counter the myth that organic means “crunchy.” We created distinctive designs to address every room in the home to bring to life a sustainable brand with panache and style, adding sophisticated patterns and color palettes to connote an upscale brand with a connection to the earth. Product color names reflected earthy elements.

WEBSITE DESIGN

To be consistent with other aspects of the brand, the web design embraced a compelling, contemporary look and feel capitalizing on design practices and user experience techniques to emotionally engage the audience, including video and storytelling to authentically convey the brand’s differentiation, values and commitment to sustainability.

Farm to Home Knits

SALES AND MARKETING STRATEGY

The team developed a first-year wholesale launch strategy to test products in partnership with a kindred spirit brand aligned with Farm to Home’s value proposition—the democratization of organics. We secured placement with a highly visible, successful online organic market brand. This enabled further refinement of product design and line expansion in order to open the brand up to a wider market.

In addition, we targeted an international boutique hotel group to initiate Farm to Home in the hospitality market. A direct-to-consumer strategy was also developed for launch in September of 2019 that includes a beautiful collection that Marci will introduce during a one-hour show on QVC, positioning Marci as the Martha Stewart of organic home products.

A multi-pronged Social Media strategy in process will project Farm to Home’s guiding principles and products to a wide audience with the goal of reaching out to the 83 million strong digital native Millennial population who shop their values with graphics, messaging and video that intrigues and captures their attention.

SALES AND MARKETING STRATEGY

The team developed a first-year wholesale launch strategy to test products in partnership with a kindred spirit brand aligned with Farm to Home’s value proposition—the democratization of organics. We secured placement with a highly visible, successful online organic market brand. This enabled further refinement of product design and line expansion in order to open the brand up to a wider market.

In addition, we targeted an international boutique hotel group to initiate Farm to Home in the hospitality market. A direct-to-consumer strategy was also developed for launch in September of 2019 that includes a beautiful collection that Marci will introduce during a one-hour show on QVC, positioning Marci as the Martha Stewart of organic home products.

A multi-pronged Social Media strategy in process will project Farm to Home’s guiding principles and products to a wide audience with the goal of reaching out to the 83 million strong digital native Millennial population who shop their values with graphics, messaging and video that intrigues and captures their attention.

IMPACT & ROI

Our strategic approach was to introduce the brand in multiple channels and segments to build the brand presence. The Farm to Home team orchestrated a successful launch on Thrive Market for online availability of the brand to a target audience already seeking sustainable, organic options. We also aimed for expansion in the hospitality market, to offer an organically produced textile choice with fair practice credentials, beginning with supplying Rosewood Hotels. We successfully grew hospitality sales for them with a promise of additional product extensions. A private collection launch on QVC is scheduled for September 26, 2019.

IMPACT & ROI

Our strategic approach was to introduce the brand in multiple channels and segments to build the brand presence. The Farm to Home team orchestrated a successful launch on Thrive Market for online availability of the brand to a target audience already seeking sustainable, organic options. We also aimed for expansion in the hospitality market, to offer an organically produced textile choice with fair practice credentials, beginning with supplying Rosewood Hotels. We successfully grew hospitality sales for them with a promise of additional product extensions. A private collection launch on QVC is scheduled for September 26, 2019.

Let’s Co-Create

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