Purpose has named and created an identity for Openfield, a grain marketing brand born out of the merger of Grainfarmers and Centaur Grain.
Appointed in summer 2008 by English Farming and Food Partnerships, following a two-way competitive pitch, Purpose was asked to create a whole brand that would show the company to be ‘bold and bringing value to farmers and customers’, according to Rob Howsam, creative director at Purpose.
Howsam says that Openfield, a co-operative and now the largest company in its sector, is ‘strong, open and inclusive’ rather than ‘hippy and soft’, and this needed to come out in the design.
Howsam explains that historically the farming industry ‘hasn’t harnessed design’ and tends to use ‘pictures of farmers or machinery’.
The new brand uses photography showing ‘open fields, dramatic skies and a sense of possibility’, according to Howsam.
The new identity will be rolled out across signage, liveries, stationery, signage and a website over the next three years.