Belue Farms Natural Market
From humble beginnings as a seasonal produce stand, Belue Farms Natural Market has grown into a year-round, upscale healthy and organic food store.
Copywriter Sandi Constantino-Thompson and I have worked closely with the Market’s owner for nearly two decades to transform the brand, customer base, and business scope. We began by redefining the store’s target audience, and then raising awareness of its retail offerings. Housed in a former packing shed, the store’s location is off the beaten path, so we had to convince folks it was worth the drive. We positioned the Market as a resource for good nutrition and a healthy lifestyle, both through the products it carried and the information it provided in-store and online.
Our efforts have paid off. In 2021 and 2022, Belue Farms Natural Market was voted Best Healthy/Organic Food Store in Spartanburg, beating national chains in the category!
What I Did
- Complete Brand Identity
- Website Design
- Direct Mail
- Email Marketing
- Print Advertising
- Outdoor Advertising
- Social Media Graphics
Initially, I updated the logo for the Market’s parent business, Belue Farms, and that mark was used for the farm and the on-site store. As the store grew in popularity and broadened its product selection, we created a more distinct brand for the Market.
For the Market’s logo, the client wanted to maintain the connection between the working farm, which provided much of the produce sold in the store, and the Market itself. The family’s red barn, located in a pasture just behind the store, provided a visual connection to the roots of this second-generation family business.
Next, we applied the new branding to an easy-to-navigate WordPress website, filled with nutritional information and healthy-living guides alongside seasonal updates, product specials, market hours and location.
Through the years we have sucessfully used many vehicles to build store traffic, including outdoor boards and traditional advertising, and we’ve tweaked messages and channels depending on what worked best. Several examples are included below. Currently, most promotions for the Market take place on social media and through email marketing, with occasional print advertising to maintain brand recognition.
Direct mail postcard
Print advertising promoting Belue Farms Natural Market in the Spartanburg Herald-Journal’s Best of the Best competition.