Food store Planet Organic is to distance itself from the “hokey” image of organic products with a new brand identity created by Williams Murray Banks. The consultancy is set to start work imminently, although a launch date for the identity has yet to be finalised.
The appointment has coincided with an announcement by supermarket giant Sainsbury’s that it has established a deal with authorities in the Windward Islands to develop organic fruit growing centres. The supermarket chain is exploring the possibility of converting an entire island to generate organic produce for Sainsbury’s.
Planet Organic founder Renee Elliott says the dull image of organic foods is about to change.
“We have experienced a growing demand for our organic produce over our three years in business. We now employ a staff of 60 and our product range is extensive, stocking everything from organic wine to cheese, bread and meat,” she says.
The store, which is expected to open additional branches, is now expected to make a concerted push to capture mainstream customers. Williams Murray Banks partner Richard Murray says, “The hokey image of organic food has been compounded over the years by the cliched natural graphics which swamp the market. Yet the organic consumer is much more discerning, demanding and critical of marketing’s patronising view of them.”