The farmer speaks

Posted by Steve on Mar 16th 2011 in: Dairy products, Packaging around the world

Yoghurts on a French supermarket shelf

‘La Fermière’ is a small scale producer (not a real farmer) from the Aubagne region close to Marseilles. That’s enough information for me to love these products already, but for the rather fussier French public the website waxes lyrical about the special ingredients and ‘unspoiled by progress’ production techniques.

The key brand equity that proves this story true is the real terracotta pot used for most products. But for me there’s a second level of evidence that seals the deal ‐ the multitude of shapes, colours and graphic design elements that ensure no ‘system’ is discernible. This level of disorganisation can be designed, but it’s much harder than making it logical. A redesign is in progress ‐ let’s hope they don’t tidy it up too much.