Norwich Brand Agency Leads Connecticut Grown Rebranding

Connecticut by the Numbers

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Miranda Creative, Inc., a 33-year brand management firm based in Norwich, CT, was selected through a competitive bidding process to direct the rebranding program for the State of Connecticut Department of Agriculture’s (DoAg) Connecticut Grown program, in conjunction with the internal marketing team at DoAg.

As part of that initiative, this week, in support of its efforts to promote Connecticut’s robust agriculture and aquaculture industries, the DoAg unveiled a new logo and branding for the CT Grown program. It is part of a multifaceted initiative to highlight agriculture and aquaculture products grown/raised in Connecticut, and the first rebranding in more than three decades.

“More than ever, we need our Connecticut-based producers. Our State is reopening and recovering in many ways. Our local agriculture and aquaculture resources are needed as restaurants, events, and venues come back online and we restore our way of life,” said Governor Ned Lamont.

In the development of this refreshed branding, DoAg surveyed more than 1,700 consumers, providers and wholesale partners who shared the elements they wanted to honor in the brand legacy and the elements they wanted to introduce to refresh the perspective of this $4 billion business sector. Officials explained that DoAg opted to keep CT Grown’s long standing and symbolic green and blue colors and is honoring the producer's pride by enlarging the word Connecticut and clearly outlining the shape of the state.

Within the logo design, DoAg recognizes the impact of aquaculture and agriculture with symbols of both coast and country. By simplifying these elements, the CT Grown brand becomes more inclusive and improves readability — especially valuable for outdoor signage and packaging applications. At the center of the design, with the "o" on the horizon, like the sun, is the word GROWN, the heart of the brand.

In addition to the new fresh look, DoAg will be using the new branding to execute a comprehensive marketing campaign surrounding the CT Grown program. These efforts will include the promotion of all Connecticut-based products – from fruits and vegetables to seafood and wine, maple syrup and honey, dairy and fiber, according to officials.

Among the goals for the refreshed branding and marketing campaign is to connect with new audiences, particularly those who have not yet recognized the value of buying local agriculture and aquaculture products and to highlight the importance of supporting these industries. Additionally, this investment will provide Connecticut farmers with tools to engage in the campaign and promote the CT Grown brand as well as Connecticut agriculture and aquaculture.

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