The Ask

Our relationship with Farm Boy began in 1996 when there were only three stores. Each location had their own logo and look, a situation that made it difficult to establish overall brand credibility. At the outset, we conducted a comprehensive brand audit and competitive assessment. The findings showed a great opportunity in the local fresh food retail sector. The majority of consumers went to the big box grocery stores. Farm Boy was unique in that it did not stock household items like light bulbs and cleaners. They chose to specialize only in fresh produce and quality food. Their competition was minimal at the time, there were few incumbents.

ServicesBrand Identity, Art Direction, Packaging Design, Copywriting, Environmental GraphicsEngagement1998-2017GoalGrowth and consistencyLinkfarmboy.ca
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Farm Boy Brand Sketches

The brand is in the bag.

Shortly after, we created the Farm Boy logo, which is now an iconic symbol used prominently on all store related material. We used a woodcut style that would echo back to old world quality and charm. It would also easily reproduce at any size. The black and beige colour palette reinforced the logo style as well as being easily and inexpensively reproduced. We quickly followed it up with a stationery package that resembled paper grocery bags. The stock was a kraft paper to complete the execution. Each business card had a food tip or information on the back.

Farm Boy Milk
Farm Boy Illustration Vegetable Quinoa Balls

A brand so good, you can taste it.

In addition to ongoing brand management, we have provided creative services for print advertising, private-label packaging for literally hundreds of products, display units, and point-of-purchase promotional materials. In fact it has gone far beyond traditional marketing communications, and now includes store exterior and interior design, not to mention product consultation. In direct competition with Eastern Canadian retailing behemoths, we have had to contend with much smaller budgets, managing at the same time to position Farm Boy as a leader in their sector throughout their aggressive (and impressive) growth.

Farm Boy Peanuts

"Whether it’s creating private label packaging, launching a new specialty item or developing advertising campaigns, Greenmelon’s creations are always inspirational. It’s what they do best. Present the challenge, step aside and prepare to be delighted. They’re a rare and gifted group and a pleasure to work with."

— VP Marketing, Farm Boy Inc.

Results

On September 24, 2018, Empire Company Ltd., parent of the Sobeys chain of supermarkets, announced that it had signed an agreement to purchase Farm Boy worth $800 million.

  • From three small stores to one of the strongest brands in Ontario.
  • Creation of over 200 private label product packages.
  • Purchase of Farm Boy and brand for $800 million.

200+

Private Label Products

$800M

2018 Brand Value

Farm Boy Brand Logo

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