A design overhaul project
5 fields flower farm
Five Fields is a remarkable independent flower farm that is focused around sustainability and community engagement. Rooted in the principles of sustainable farming, this farm is committed to nurturing the earth while providing affordable and exquisite floral arrangements to its community. What truly sets Five Fields apart is the dynamic family team, steering the farm towards its eco-conscious and creative endeavors.
THE PROBLEM
As Five Fields Flower Farm evolved, their goals, audience, and products shifted, but their branding remained ineffective in conveying their story. Despite being primarily a brick-and-mortar store, their large Instagram following necessitated converting followers into sales. I worked to revamp their e-commerce page, improved website UX, and reshaped their brand perception for better resonance with customers.
IDENTIFYING USER
We began this process by taking a thorough analysis of the biggest farm supporters— their cherished customers. Through research of website analytics and surveys, we found that the primary consumer base consists of women between the age of 25-55, typically falling into the upper-middle-class bracket. They tend to consider flowers a staple in their weekly to biweekly routines.
ORIGINAL DESIGN BREAKDOWN
The original branding, while having its unique qualities, presented certain challenges that needed to be addressed. Notably, there was inconsistency in the choice of colors, which created a disjointed visual identity that didn't fully align with the brand's mission and values. Furthermore, the fonts used tended to lose clarity and cohesiveness when scaled down to smaller sizes, leading to legibility difficulties.
LOGO EVOLUTION
Including their iconic cart into the logo was crucial to connecting their story into the design.
MORE THAN A LOGO
A rebrand is more than just a logo. Adding community connection and story telling into the brand ethos has been crucial in connecting to the user. Implementing a workshop series, online giveaways, and adding the businesses backstory all has built up the business to customer relationship.
Improving the UX and online order processing system has dramatically increased the amount of online traffic and orders placed. Simplifying the website flow and user journey has increased the page retention rate and time spent on site.
DESIGN IMPACT
Since the implementation of my designs, Five Fields Flower Farm has experienced a remarkable surge in success. Over the past six months, they are now boasting an impressive 35% surge in sales, when compared to the same quarter in the previous year. This substantial growth underscores the power of effective design and branding, demonstrating their profound impact on the farm's ability to engage customers and drive substantial revenue gains.
35%
increase in sales
