An organisation working with brands to promote and recognise those who are leading the way in nature-friendly food production has turned to Refinery to refresh its identity.

The brand refresh for Fair To Nature has sought to give the organisation more personality while also conveying the initiative’s message.

Fair To Nature's new site

Fair To Nature’s new site

Fair to Nature is already working with brands such as Jordan’s Cereals and Waitrose and is aiming to persuade others to adopt its standards and achieve its accreditation.

The new brand identity is also designed to resonate with consumers, appearing across its website, printed marketing materials and packaging.

Jim Barron, director at Refinery, said: “We have created the new identity with revised hand-drawn elements to deliver a more personal, friendly feel and added imagery of farming and nature scenes to convey the Fair to Nature story visually.”

Jane Lawler, head of marketing at Fair to Nature, added: “Our previous logo led with our Conservation Grade message but research has shown the importance of connecting more positively with the ‘helping nature’ part of the message, which has been brilliantly visualised by Refinery.”