Stonyfield Farmless Goes City
Brand New reports on Stonyfield’s new brand identity:
Here’s my 2 cents. The execution of the new logo is fine if you’re just looking to make a change. Personally I wouldn’t do it just for the sake of doing it. But obviously there was some sort of strategy change because they eliminated the word “Farm”. And that’s WHAT I don’t like about it. Farm meant organic to me. It represented all that was good and different. I mean really, how many yogurt/milk choices are you faced with when they stare at you in the face at a grocery store?
To me FARM was the reason I bought Stonyfield. It meant personal touch, small and caring and fresh.
What say you Kahunas?
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September 19th, 2009 at 4:16 pm
Just hypothesizing, but perhaps consumers saw “farm” as too small and limiting? Of course, this assumes they conducted primary market research and based their logo change on real-world data. Note also that the logo now includes a date on it – does not probably suggest a long-term business (1983) for most consumers, but perhaps they were driving at something there as well.
September 27th, 2009 at 7:32 am
I agree with Joy. Businesses, no matter how big or small should adapt to the changes happening in the market. It may be their way of expanding their reach and as long as the brand name is intact, I don’t see it as a problem at all.
January 8th, 2010 at 12:29 pm
Well, I totally agree with you about the missing FARM. Recently I’ve seen the FOOD INC movie and made me think twice of what I eat. I am trying to keep in the natural as much as I could. First was to successfully switch from Pepsi and Coke to home made tea, it’s been couple of months now and I feel happy about my choice.
Back on the logo,the new logo has a more corporate look and maybe they no longer have only natural/farm products and they felt to tell us this in a way not to disturb many
RZ
February 10th, 2010 at 2:02 pm
I think times are a changing and consumers are becoming wise to the tactics used by companies, such as using words like “Farm”. Just because the name has “Farm” in it doesn’t mean it is really from the farm. I watched Food Inc. too and several other like movies and consider myself an educated consumer. In the case of Stonyfield’s logo, it appears they think that “Organic” on their label is enough. I think the word “organic” carries much more weight today, than “farm”. I personally associate the name Stonyfield with organic and organic makes me think of a farm, so I would still buy their milk.