I have looked at existing brands at the Hastings Farmers market and how they are representing their brand identity because Wild Bunch hope to be positioned along side these brands. Although all of these businesses are selling a range of products, their end consumer is directed towards the same target audience.
These businesses are trying to target the consumer who wants to shop locally, seasonally, environmentally conscious and has an interest in nature, health and community.
All of the identities are quite different in the way they are represented. I think the Good Vibes Fungi and the Lily Bee Wrap have really strong branding for their message and audience. I think the brown recycled paper helps send the “eco-friendly” message.
I have also looked into the different ways other eco friendly businesses are representing their identity. The recurring themes I have identified is a hand drawn quality either in the typeface or the illustration. I think this alludes to a natural quality. Also, natural colours such as greens and brown are common.