Sustenir Agriculture Brand Identity & Launch
THE ASK
Sustenir Agriculture, an urban-farming startup in Singapore, had successfully set up its operations, launched a few of its products (such as Kinky Kale, Curly Kale and Almighty Arugula) in select supermarkets. But it lacked a proper brand foundation and campaign approach. We needed to develop its brand identity and launch campaign.
THE CHALLENGE
How do we develop an evergreen brand platform & campaign launch for a sustainability-driven urban-farming brand in a nation that doesn’t seem to be too concerned about sustainability?
THE WAY IN
Consumer Truth: Contrary to popular belief, Singaporeans are a pretty driven bunch. They strive for continual self-improvement to make their world better - this includes wanting to be at the forefront of new innovation, doing better for their environment and supporting their local economy. This was proven by speaking to 97 Singaporeans, across the ages of 18 to 48, while also relying on national GlobalWebIndex data.
The Issue: Unfortunately, they find it overwhelming to figure out the best way to do the right thing all the time. Science actually proves why people are unable to commit to doing what’s better for them, and why they may actually need help to do so. The stressors and distractions end up subconsciously dissuading us from progressing towards betterment.
Cultural Truth: Thankfully, while science has explained why people are unable to commit to doing what’s better for them, it has also provided a feasible solution. ‘The Power of Tiny Gains’ shows that regularly committing to being just 1% better every day can lead to massive improvements; this is something Singaporeans are familiar with and enjoy, with bullet journal habit trackers and even calendar-based incremental fitness plans online.
Competitive Truth: Most players in the urban-farming / sustainable farming space tend to be serious, with a focus on education (often, showing consumers how their decisions were wrong/harmful). There’s a white space to be light-hearted while also empowering consumers to make the better choice.
The Opportunity: Sustenir can play a key role in encouraging consumers to easily make that 1% improvement to make a better choice for themselves, their country and their environment. We can allow Sustenir to make ‘choosing the better choice’ a seamless part of their routine to make them reach the realisation of how easy it can be to actually do better.
Because Sustenir makes it so easy for you to choose good.
The Solution
Using a competitive audit, a brand archetype was chosen for Sustenir - the People’s Champion. This informed our approach on the typography, colour palette, logo, values, packaging design and brand voice that Sustenir should adopt.
The strategy also led to the brand & campaign platform of ‘Choose Good. Do Good.’ This was featured across Sustenir’s packaging too. The ads (across print, out-of-home, social media, influencers and PR) was used to show our audience just how simple it could be for them to choose the better option to support local produce and limit their carbon footprint. The campaign launched on the International Day of Climate Action.
Our conversations with the 97 Singaporeans also helped us inform the messaging hierarchy to adopt, where we prioritised messaging around ‘100% Clean’ over the brand’s other RTBs.
“As a country, Singapore has limited land and resources. The carbon currency shows the environmental impact and the huge carbon debt the small nation owes to the world. We hope that ‘Choose Good. Do Good.’ is an enabler of better choices and encourages everyone to build a better world one step at a time.”