Eykamp Seeds developed the technique of harvesting Kikuyu grass seeds and own the global breeding rights to the Kikuyu grass variety. This grass variety is a popular choice for lawns and golf courses due to its high tolerance to heat and drought. The company approached Brandwell to develop its retail brand within the Australian market.

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Sector:
House + Garden

Scope:
Brand Identity
Brand Strategy
Tone of Voice
Logo Design
Packaging Design
Brand Guidelines
Website Design

Background

The main issue Ekyamp Seeds faced was that their clients were selling bastardised versions of the product, in some cases containing as little as 7% Kikuyu seeds mixed with low-quality seeds. This was damaging the overall perception of the quality of the Kikuyu variety, so they wanted to launch a 100% Kikuyu seed product into the market. This is where Brandwell came to the rescue and helped them develop and execute a viable brand strategy.

Eykamp Seeds developed the technique of harvesting Kikuyu grass seeds and own the global breeding rights to the Kikuyu grass variety. This grass variety is a popular choice for lawns and golf courses due to its high tolerance to heat and drought. The company approached Brandwell to develop its retail brand within the Australian market.

Solution

After careful consideration, we proposed developing an in-depth brand strategy to clarify Eykamp Seed’s unique value proposition and positioning in the market. This was essential to distinguish them from the crowd. We then employed this strategy to create a unique visual identity for the brand, with the main touchpoints being the packaging, eComms website, and Pitch Deck for approaching retailers.

Branding Strategy

After extensive client consultation, research stage (including reading the founder’s memoirs), brand workshop, and a thorough competitor review, we built a strong brand strategy that would define the opportunity and establish a clear positioning in the market.  We explored the full set of touchpoints that would impact the customer’s experience with the brand. We were able to build a clear value proposition with a full understanding of customer needs. Once we had this, we could flesh out the verbal and visual identity.

The result is relevant design and messaging that resonates powerfully with potential customers and clarity for internal teams working on marketing collateral, social media content creation, and traditional advertising channels.

Since they own the breeding right to the variety and know the inside and outs of the Kikuyu plant, they were clearly the experts in the space.  This was used to develop a unique brand identity alongside a strong history behind the business and the founder.

In building the brand’s personality, we worked with clients to create a tone of voice and key content pillars that would resonate across all communications. This was then brought to life through engaging brand storytelling and writing, as well as visual design that would stand out on the shelf.

Our goal was to package the products in a way that would be attractive and informative to consumers. Part of this process included creating window sections on the boxes to allow customers to see what’s inside clearly. This is a key factor for e-commerce stores — where carefully chosen product photos and descriptions serve as an essential part of converting online shoppers into loyal customers.

Campaign Success

Brandwell helped Eykamp Seed develop a cohesive brand strategy, accelerating its launch process. The client has just installed new machinery to pack the product and expects to launch within the coming months. They couldn’t be happier with the result and have engaged Brandwell to develop two more products to compliment the seed!