For The Farmer's Wife, value is measured in relief. They bring more relief to more local folks by sourcing for quality, pricing for accessibility and constantly searching for new ways to share the healing properties of cannabis with their community.
The first step in our partnerships was to define that sentiment; and for us, it all starts with a conversation. In our brand strategy session we developed out target markets, mission, vision and values for the business. Then we dove into naming, voice and tone, and finally arrived at design and identity - truly giving a voice, face and name to the ideals and vision of the clients. The result was a visual feast — typography sourced to be reflective of hand-painted Midwestern farm signage and manufacturing ephemera. A color palette encompassing the sunrise and sunset in the Ozarks. A truly cohesive brand pulled from the soil; a brand that is as inviting and approachable as it is vibrant and alive.
As the brand tone and visuals were finalized, The Farmer's Wife was coming to life, and now we set out to create a home. We began to develop and refine the interior spaces of all three The Farmer's Wife locations across the state of Missouri. We designed all the spaces at the same time to keep them cohesive, and executed the build out with the help of our partners at Paragon Fabrication over a three month period. We worked with the client to create an eclectic, antique farmhouse style to keep the stores as homey and inviting as the brand itself. From sourcing art from locally owned antique shops and photographers, to developing custom, hand-crafted tables and display areas, we made sure each and every piece was developed with the brand in mind.
Now The Farmer's Wife brand was ready to be brought to the communities they serve. We developed a social media content strategy to help tell their story in a memorable and inspiring way — speaking to our target market in their language about the things they care about. Product photography and lifestyle aesthetics were developed to communicate honesty and warmth. The photography was intended to show the essence of the Farmer's Wife without making her into a character. We decided to never show the Farmer's Wife's face to create an air of mystery around her. This helps create a feeling that it could be anyone - even you.
Our online content strategy was developed to build brand affinity. Content pillars include Bud Profiles, Lifestyle Features, and Floral Product Features. The work we put into the Farmer's Wife social accounted for an increase in social accounts of over 20% each quarter — even without paid advertising. Our email marketing efforts receive double the industry average engagement rates, with open rates of 34% and click through rates of 24%.