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POSITIONING STATEMENT Farm Boy is a food store whose market position is defined not only by what it sells – the best-tasting, freshest foods – but also by what it doesn’t sell (financial services, cleaning products, clothes, etc.). In other words, it’s all about the food. We know that Farm Boy customers want healthful, enjoyable meals. We are driven by our passion for food to ensure that all Farm Boy customers enjoy the very best-tasting food. 31 Farm Boy Brand Guide
FARM BOY MESSAGING PLATFORM The brand language is credible, knowledgeable and respectful using words like: Passionate Dedicated Resourceful Innovative Fresh Humorous Playful Warm Invigorating Clean Bright Healthy Uncluttered Trusted Integrity Consistent Resolute High-Level Benefit (value proposition) Farm Boy customers enjoy the very best-tasting food. Why Farm Boy (unique selling proposition) Everything we do at Farm Boy is driven by our passion for food. Brand Promise Farm Boy promises to have the freshest, best-tasting foods. RECIPE FOR GOOD COPY 1. Be conversational. A conversational tone sets us apart from other retailers. We often speak in fragments, so it’s fine to use them in your writing. Use personal pronouns (i.e., we, you, our, your). 2. Use a gender neutral voice. Read the message in your head with a female voice and then with a male voice. We’re a company of both genders. The voice should reflect that. 3. Use contractions. Make your copy sound more like how real people speak. 4. Avoid “Marketingese” in your copy. Remember, you’re telling our story. Read your copy out loud to yourself and ask “Would someone actually say this?” 5. Use a strong “call to action.” Use active verbs, but don’t be overly demanding. 6. Use short sentences. A staccato rhythm interspersed with longer (not run-on) sentences keeps an audience’s interest. Again: Headlines will often be an exception, especially when adding you, your, our, we, etc. to make them more conversational. Farm Boy Brand Guide | MESSAGING
Page 1 and 2: BRAND GUIDE 2017
Page 3 and 4: OUR STORY Brand guide section
Page 5 and 6: It all started in 1981, when the fi
Page 7 and 8: Brand guide section
Page 9 and 10: OUR BRAND Brand guide section
Page 11 and 12: Brand guide section Farm Boy Brand
Page 13 and 14: OUR SIGNATURE Our logo personifies
Page 15 and 16: Woodcut The Farm Boy brand is entre
Page 17 and 18: Logo with Tagline The logo with tag
Page 19 and 20: Logo Don’ts Never redraw or alter
Page 21 and 22: OUR PROGRAMS Region Highligh Becaus
Page 23 and 24: OUR FONTS THE PRICE IS RIGHT GEOSLA
Page 25 and 26: Our Primary Colour Palette For our
Page 27 and 28: Background - Tone on tone - Support
Page 29 and 30: Black and White These woodcuts are
Page 33: Raw vs Cooked Meat should always be
Page 39 and 40: PRODUCE - STYLE OVERVIEW Words We U
Page 41 and 42: KITCHEN - STYLE OVERVIEW Colours Th
Page 43 and 44: SEAFOOD - STYLE OVERVIEW Colours Th
Page 45 and 46: MEAT SHOP - STYLE OVERVIEW Words We
Page 47 and 48: BAKERY - STYLE OVERVIEW Words We Us
Page 49 and 50: DAIRY - STYLE OVERVIEW Words We Use
Page 51 and 52: DELI SHOP - STYLE OVERVIEW Words We
Page 53 and 54: CHEESE SHOP - STYLE OVERVIEW Words
Page 55: GROCERY - STYLE OVERVIEW Words We U

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