Fine Growers
Retail Farming
Brand Identity & Strategy
Stationary Design
Packaging
Gaborone, Botswana
2022
Fine Growers is a Farm to table brand that focuses on impacting the nation with organically produced and ethically grown produce. The brands aim is to start small but to eventually be the leading producer for all of Botswana’s leading retail grocers. This brand is Female founded, employing a diversified number of individuals skilled and experienced in agriculture.
Summary
Fine Growers is a Botswana-based fresh produce brand that has steadily gained recognition and shelf space in leading local retailers. As the brand began to scale, it became clear that to truly stand out in a competitive retail environment, Fine Growers needed more than just fresh, high-quality produce—it needed a compelling visual presence and brand story that could connect with both buyers and consumers. What started as a packaging request evolved into a full brand identity transformation that helped shape not only the product’s look and feel, but the founder’s confidence, voice, and brand presence in the market.
Challenge
As Fine Growers began entering more prominent retail spaces, the founder recognized that visual appeal was essential to converting in-store customers. While the product tasted fresh and met high standards, it lacked packaging that could reflect its quality and capture attention on the shelf. However, upon consultation, we uncovered a deeper issue: there was no foundational brand identity to guide packaging design or future expansion. Without a clear brand voice, visual language, or positioning, any design work would have been surface-level and unsustainable.
Solutions
We took Fine Growers two steps back to move ten steps forward—beginning with the development of a full brand identity. We crafted a strategic and visual foundation that included an icon mark, wordmark, and a heart-centered slogan: “Sustainably grown with love in Botswana.” This statement captured the essence of the founder’s mission—fresh, intentional, local produce rooted in care. From there, we rolled out a cohesive visual identity through refined packaging design, defined brand colors, and custom brand patterns that reflected the warmth and personality behind the produce.
The rebrand didn’t stop at the shelf. As the founder began engaging with higher-level retail partners like Woolworths Botswana, the need for brand-aligned professionalism became vital. We extended the identity into business stationery—ensuring every invoice, business card, and proposal echoed the same premium standard as the packaging. Beyond visual transformation, the project became a journey of founder empowerment. Through brand development, the founder found clarity, confidence, and a new level of self-assurance in how she showed up for her business.
