<

From Farm to Fork

Food Federation Germany

Industry

Since its inception, the Food Federation Germany has represented the food sector throughout the entire supply chain, “from farm to fork.” Nationwide, it serves a variety of associations, 250 companies – ranging from mid-sized firms to international corporations – as well as 150 individual members from the areas of agriculture, food processing, and food selling. Moreover, the Food Federation Germany functions as a partner for dialogue with political, administrative and scientific sectors, as well as for consumer protection and media matters.

The task

Despite being the leading association of the German food sector, BLL was lacking a compelling and unifying way of articulating its distinct identity and experience. The organisation struggled with aligning the overall brand with its particular tasks and prerogatives. In its attempt to be descriptive, the organisation’s name turned out very long and challenging to use in the internal and external communication. It was often misspelled in various media and its abbreviation ‘BLL’ did not tell a story about the organisation’s purpose, activities, etc.

Hence, a new name had to be created which is descriptive, yet impactful in summarising the brand essence. Another challenge in the renaming project was to combine and align the organisations’ wide range of interests and heritages, i.e. the proposed name had to pass two approval gates, of which the latter had to be confirmed by every single one of its 800 members.

The solution

By means of a series of interviews, brainstorms, research, benchmarking, and collaborative internal naming workshops, we crafted a new name: ‘Lebensmittelverband Deutschland.’ Moreover, it became clear that only a truly iconic brand system would leverage the power of name recognition. Thus, we further strengthened the name by designing a logo that visually represents the organisation’s reach and, thus, simplifies conveying its values and message: “from farm to fork.” To additionally bring a sense of humanity and reflect the organisation’s turnkey approach, we created an easy to grasp brand appearance that tells their story of togetherness and determination to create an impact.

The new name was well accepted, both internally and externally. It reached the most critical goal of clarity for the target audience. A big press conference followed with invited renowned journalists and politicians, resulting in 1500 PR clippings in one day.

Weitere Informationen über dieses Projekt erhalten Sie von:
Susanna Pinnow
Strategy
Contact
Current projects

Prospitalia

Prospitalia, a leading purchasing service provider for the German hospital industry, facilitates long-term competitive advantages for its customers and partners, providing security in a constantly changing and complex market.

Mehr erfahren ...

CMD CTRL

COMMAND CONTROL - an international event format that presents cybersecurity from a whole new perspective. Being unique in Germany and claiming to be the leading Summit in Europe, Messe München, as host and initiator, networks opinion leaders, decision-makers and data protection experts across sectors to meet the growing challenges of digitization in a holistic context.

Mehr erfahren ...

Metzger & Sohn

Metzger & Sohn stands for unmistakable Tyrolean flavors. As a virtual selling point for alpine meat from Tyrol, Metzger & Sohn offers its customers a culinary world of flavors full of mountains, juicy herbs and cozy parlors.

Mehr erfahren ...

Münchner Bank

Founded in 1862, the Münchner Bank is the oldest and biggest credit company in all Bavaria. 50 branches and about 500 employees in and around Munich, live up to their cooperative principle every day. The community principle has been deeply rooted in the founding idea of the cooperative banks. This is why we supported our client with a brand strategy that brings the idea of sharing money into our modern era of sharing as a first step. As the whole banking sector faces dramatic changes, principles of community-based services have never been more present and relevant than today.

Mehr erfahren ...