INFARM
Infarm, a global leader in vertical farming founded in Berlin, became the first German food-tech startup to achieve a valuation of over one billion dollars.
They partner with retailers like EDEKA to bring their Instore Farms to consumers worldwide.
CLARITY was tasked to create a brand for their collaboration with Marks & Spencer UK.
Why Calling a Brand RAW?
01
Strong Visibility
It pops out and grabs your attention and what is more important than that for a new product placed in the Supermarket.
03
It's Yummy
We wanted to balance Infarm innovative technology with ‘tasty’ terminology familiar to consumer from expressions like ‘raw steak’ and the like.
This contradicts the innovativeness and creates at the heart of the brand tensity that make it more engaging, memorable and buzz creating.
02
Intensity Method
We love the tension theory about opposites attracting. According to Y&R and Dab research, brands that embody opposite tensions are much stronger. For instance, Princess Diana was both common and royalty, and Jim Morrison was a poet and a rock star.
04
Is there a justification?
Of course! If it is not authentic, it won't stick. Infarm is the only provider of agricultural produce that all its products come with wet and dripping roots.
Furthermore, the species Infarm grows are not determined by their shelf life but are the original ones – the Raw species - before any genetic mutation. Plus, they come from your backyard, as our ancestors enjoyed most of their produce
LAUNCHING INFARM IN THE UK
Infarm is a global leader specialized in placing Instore Farms at well known retail brands worldwide. We created the RAW brand for Infarm collaboration with Marks & Spencer.
It's been an incredibly flavorful project for us. We didn't make the movie, but it gives you a taste of the RAW brand and the atmosphere we've managed to create.