Future Crops
Future Crops is originally an Israeli concept that has developed its first vertical farm here in the Netherlands. The location in Poeldijk serves as a commercial pilot and is used for further scaling.
Healthy, delicious and superfresh
The Assignment
We have been working to boost the visibility of Future Crops in terms of name, brand, and proposition.
Our approach
The process we underwent with the Future Crops team began with interviews, involving the core team, management, and several stakeholders. Through the design thinking process, we developed the positioning, benefits, and brand strategy. The creative concept incorporates the 'vertical' aspect and the 'box' in which all crops are nurtured.
Brand strategy
The strength of the brand lies in the position of 'The Ruler' with influence from 'The Lover.' Future Crops' design and communication are focused on demonstrating leadership along with 'do good' activation and building relationships to warmly offer the world of fresh vegetables.
Creation
The brand design makes a bold statement: colorful, fresh, uplifting, and iconic.
The Impacters developed all communication, with the primary items being identity, packaging design, website (under development), and sales activation.
Results on SDG's
Unfortunately, Future Crops didn't make it. The harsh reality of the strong agriculture industry in the Netherlands, combined with competitive retail prices, led to the demise of the vertical farm. Revenue lagged behind, and costs were simply too high. New revenue models for a sustainable economy are vulnerable and deserve support from all of us!
SDG 2. Zero hunger
SDG 11. Sustainable cities and communities
SDG 12. Responsible consumption and production
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