AF Group Branding

Smart new brand for smart farm procurement

First got Naked 2022

A new look and feel to reposition and re-engage with members

AF Group recently reset the direction for and definition of their brand – as part of a new brand strategy for the largest member-owned farm buying group in the UK. The brand needed a shift away from corporateness, to re-engage with its 3,000 strong member network and reposition itself to reflect the progressive, data-led, intelligent future of farming. In order to be successful, AF Group asked Naked to help redesign the brand identity for it to adopt this new sense of direction and purpose.

A brand focused on being fit for a new purpose and highly-digitised environment

Our task was to bring the new strategy to life – through a renewed visual and verbal language for the brand and all of its communications. We developed options for AF – exploring logos, descriptive taglines, typography, colour palettes, imagery, key messages, tone-of-voice and design systems for the brand - all focused on being fit for the new direction and a highly-digitised environment. Through review and development of these components with AF, we created a new identity centered around a core proposition of ‘Smart farm procurement’. The identity was designed to capture the heritage of the AF brand but to represent a brand at the forefront of the future of farming in the UK.

New brand rolled out with brand book

The new brand has been unveiled to AF Group members and the public, adorning a new member-centred website, member magazine, the latest annual report and various other branded communications. In order for the new brand to be used correctly and consistently a comprehensive brand book provides insight on the brand story but also guidelines on how to use the new identity. The fresh new look and tone for AF Group helps to amplify a renewed sense of purpose, values and realigning of the wider strategy for the UK’s largest member-owned farm buying group.

"The results have transformed our brand and far exceeded our expectations as well as being widely welcomed by all stakeholders."

“We approached Naked Marketing because we needed to realign our brand and visual language to ensure it was relevant to our Members. We are a well-established cooperative with a loyal base of Members but research revealed that we were in danger of losing touch with our customers. Naked Marketing worked with us to analyse and interpret our research to understand how we could revitalise our brand. It was important to us that Naked used the analysis to inform their creative approach. The process of working with Dan and the team was collaborative, efficient and enjoyable and the results have transformed our brand and far exceeded our expectations as well as being widely welcomed by all stakeholders.”

CEO, AF Group