Just Produce: B2C brand creation

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OVERVIEW

Archisen is an agriculture technology-focused company that designs, develops and operates systems and solutions to grow ultra-fresh, ultra-local produce in urban cities. To successfully navigate the COVID-19 pandemic, Archisen pivoted its B2B business model permanently to an additional B2C business model, which led to "Just Produce".

I developed and executed the entire new branding, marketing strategy, design and marketing plan. Simultaneously I managed multiple marketing and sales campaigns to find the best solutions to drive profitable sales growth and generate leads.

I contributed to the growth of the company from start-up to scale-up within 3 years, achieving 500% increase in revenue. Moreover, I created new product developments resulting in the expansion of product folio and 50% reduction of food waste making the company even more sustainable. Finally, beyond increasing local food production, Archisen is diversifying food sources and growing overseas.

THE TEAM

CTO

Head of Marketing

Junior Marketeer

Communication Specialist

My role in the project:

As the Head of Marketing (prior Senior Business Development Specialist), I oversaw all marketing activities within Archisen brands. I was responsible for developing strategies, managing budgets, setting goals, and ensuring consistent brand messaging across various marketing channels.

I led and directed the marketing department, including digital marketing, advertising, communications, and creative teams, ensuring consistency across the entire business to control and elevate the user experience beyond the basics of design and tone of voice.

Simultaneously I developed marketing plans, allocated resources, and set short-term and long-term goals. Ultimately, my role was to drive brand awareness, enhance profitability, and achieve marketing objectives.

My role breakdown is as follows:

CHALLENGE

Singapore imports over 70% of its food supply. When COVID-19 hit in 2019, there was a sudden demand to create more local food supply to strengthen its food supply. With just 1% of Singapore’s land set aside for farming given the many competing land needs, the agri-food industry will need to significantly uplift its productivity in the coming years. To overcome its land and resource constraints, Archisen was one of the innovative companies that turned to technology and innovative ways to increase local food production

In 2020 Archisen was still a start-up with less than 10 FTE and a limited budget. How can we create an impactful brand within resources and timelines that resonate with untapped Singaporean consumers?

SOLUTION

Through extensive marketing management, brand development and designing, a new brand strategy and design is carefully developed and implemented. Crafting, executing and validating have been done in the last 3 years to create a successful brand story targeting local Singaporeans enabling them to eat healthy locally grown vegetables with surprising flavours.

Among others the following solutions were implemented from scratch to bring the brand alive:

- Logo
- Brand story
- Brand guideline book
- Packaging design
- Website (WordPress)
- Catalogue
- Flyers
- Food recipe videos and pictures
- Merchandise, for example, shirts, bags, and kitchen tools among others