Making the UTZ brand relevant for all stakeholders
UTZ Certified

UTZ Certified is a program and a label for sustainable farming. As of 2014, they are the largest sustainable farming program on coffee and cocoa worldwide. UTZ enables farmers to learn better farming methods, improve working conditions and take better care of their children and the environment.

Challenges

UTZ felt the need to better convey its mission and to strengthen its market position.

Actions

  • Through the facilitation of several sessions we helped UTZ to refine their brand differentiation and distinction, as well as their unique brand values.
  • We translated the above into an appealing brand-narrative for a broad range of stakeholders.
  • We developed a new pay-off and visual identity, converting the narrative into a new website and communication material.

Results

  • Through a captivating narrative, UTZ was able to convey its mission and values in a consistent manner, bridging the gaps between their various stakeholders.
  • The amount of topics on which UTZ has policies is quite broad. Our visual creations fostered a clear positioning on each of these topics. This, in turn, gave place to sharp and coherent communication between UTZ and their clients.
The Terrace - UTZ
The Terrace - UTZ
The Terrace - UTZ
The Terrace - UTZ

This post is also available in: nlNederlands (Dutch)