We are a start-up company inspired by the principles of fair trade and sustainable agriculture. We have very lean operations with full-time staff of one and a number of advisors all providing services pro-bono. Social enterprise captures the spirit of what we are trying to do.
We intend to offer supermarket chains standard and premium vegetables. Our premium range will consist initially of chemical and pesticide-free vegetables. Our ultimate aim is to go organic.
We're working with a group of who are based in the Cameron Highlands of Malaysia. They come from a disadvantaged ethnic group and are currently being short-changed by the middle-man.
We are helping the farmers end-to-end. We are paying for someone to help increase their productivity and knowledge of farming techniques, package their vegetables as well as market and sell in overseas supermarkets. We also offer them fixed prices so they have greater certainty over their income and can invest on their farms.
We will mainly be selling leafy Chinese greens (e.g. pak choy and chye sim) as well as tomatoes and french beans in supermarkets outside Malaysia. This will help the farmers obtain a higher price relative to that in Malaysia.
Farm Safe is one out of the four product logos we will be commissioning. It will be one of our premium chemical and pesticide-free product brands.
Pesticide and chemical-free range will only be available in the high-end supermarkets. This is a relatively new and niche market in Asia.
Our target audience is women aged 30- 40 who are middle class and upper middle class who are health conscious and willing to spend a bit extra to purchase pesticide and chemical-free vegetables.
Expected nationalities are Singaporean, Malaysian, British, Australian and American. The individuals are likely to be housewives or highly paid professionals.
We chose "Farm Safe" to reflect our agricultural practices (good for the environment) and to get consumers thinking about food safety.
We want to use up to 4 colours which will include black and white.
The logo will be placed on the packaging (transparent film/plastic) and this should be considered when choosing the other 2 colours. The other 2 colours should be complementary and/or a contrast to the colour of the veggies (green generally and red for tomatoes).
If you want to use green as a colour, please do not use it as a dominant background as on clear packaging it will blend in with the colour of the veggies. May be better to use as a font colour or sparingly in the background as a light shade. This will ensure a contrast with the veggies.
We will be charging a premium on the products which will be passed on to the farmers. We therefore want the logo to be distinctive - create a lasting impression on the buyer. We do not want clip art or stock images to be used. Clean lines and font would be appreciated. Cartoons will be considered.
With the exception of the above, creativity is encouraged in creating the product logo.