A traditional farming family creates a global network to foster the growth of its community.
Services
/strategy
/purpose
/brand identity
/logo design
/brand activation
/web design
the quest
Spain is the world's leading exporter of fresh horticultural products. Frutas Fajardo is a self-made company with deep roots in the farming profession and the lands of the Costa Tropical, in Granada. However, they face the same challenges as the entire agricultural sector worldwide.
Lack of generational turnover.
Shifting economic powers and geopolitical uncertainty.
Growing urban migration.
Technological revolution in agriculture.
By 2050, food production must increase by 70%
Resource scarcity due to climate change are all major challenges.
Getting ready for these changes without external help, when you are a traditional tropical fruit-growing company managing multiple brands, requires significant personal involvement and dedication.. They decided to prepare for the future by undergoing a deep rebranding process.
Facing bad weather, rising costs, or constant legislative changes is only possible with a purpose beyond profit.
the revealed
truth
/strategy
You only need to visit a fruit shop to see that the presence of brands is very limited. The buying and selling process is dominated by price and product availability. At Brave, we proposed a solution to break this negative cycle for the supply chain. Frutas Fajardo was already focused on fostering respectful relationships with suppliers, offering better conditions than other companies in the area. We suggested scaling this care by emphasizing collaboration and building beneficial relationships to empower the weakest link. Additionally the initiative would involve the end consumer, increasingly aware of low compensation for producers and the need for sustainable farming, but also more distanced from the countryside and its way of life.
/purpose
Today, individuals are only willing to build relationships with brands that, in some way, drive their personal development or contribute to social growth.
Frutas Fajardo reorganized its brands and relationship-building around the purpose of bridging the gap between the city and the countryside, creating new solutions and conversations for the key players in the tropical fruit production, distribution, and consumption chain.
the Brave Brand
Feeling shaken by an especially unstable socioeconomic moment, the Fajardo Family decided to take control of their future and create solutions that would help secure a future for their various business lines and the geographic area in which they operate.
Brand identity
Through the establishment of the Tropical Farming Network, Frutas Fajardo began bringing together and connecting professionals and organizations that share their concept of honesty and respect for the environment and the people who inhabit it throughout the entire chain.
A logical yet differentiating approach, providing new possibilities for relationships between consumers, distributors, and producers: promoting healthier eating habits, supporting the local community through proximity actions, bridging the gap between rural and urban areas, attracting quality tourism, and fostering sustainable farming, even through biodynamic agriculture….
The strength of unity: individual elements coordinated but free to move, projecting each other with no limits.
Behind the logo
The Fajardo logo, from which the word 'Frutas' was removed, is a true reflection of how the union of elements serves as the brand's energy source.
A Farming Network that aims to shape a universal attitude of respect and optimism, where everyone has a place and relevance. A kaleidoscopic symbol that conveys infinite growth possibilities and an immense capacity for movement and adaptation to the turbulent environment in which all its members operate daily.
A way of life that expands from its origin, the story of a family dedicated to the land, without setting any limitations
Brand activation
Web design
The first step in building a true Farming Network involves demonstrating that you know well each segment in the production and distribution chain. That’s why, for the initial contact, we avoided sending generic messages. We built a corporate website with different entry points, where the information is segmented based on the visitor’s interests.
An invitation to active participation, reinforced with personalized videos focused on specific pains, showcasing the expertise and empathy of Fajardo’s members for each of the groups that their Tropical Farming Network is open to.
But the call to join the Network is only one part of the website. The origin, history, and future, in the form of purpose, are displayed on an unusual corporate site, one with genuine soul and a deep connection to the land.
José Fajardo | General manager
“ Pending clients' review. ”
The results
✦
What was once a traditional corporate logo was reborn transformed into the symbol of a movement advocating for the dignity of farmers in its area of influence.
✦
The new generations now have a place to understand that fruit doesn't come from the supermarket shelf.
✦
The Tropical Farming Network is open and operating on both sides of the Atlantic. Since the supply chain will continue to demand, the goal is to ensure that what is found in stores has been produced under the best possible conditions for both people and the planet.