Carrfields
Executed a comprehensive, end-to-end brand system for Carrfields, a company with more than 50 years of heritage.
The goal of this project is to refine the Carrfields Agribusiness brand strategy, vision and mission so that it more clearly represents and communicates what this consumer-facing division of the Carrfields Group does.
Project Information:
Client: Carrfields
Industry: Primary Industry
Services: Building Brands & Storytelling
Key Outcomes:
Brand Foundation
Brand Identity
Brand Experience – Brand Guidelines, Full Brand Kit
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Overview
The goal of this project is to refine the Carrfields Agribusiness brand strategy, vision and mission so that it more clearly represents and communicates what this consumer-facing division of the Carrfields Group does.
What does an agribusiness look like in 10 years and how do we portray Carrfields in this future? Carrfields has been known for it’s roots in contracting, and more recently machinery and Winseed for over 50 years. This project is driven by the business and product strategy focused on bringing options to growers, and finding solution to help create value for Carrfields.
Frame
From a company-wide strategy session focused on mapping out what “One Carrfields” will look like over the next 50 years, a clear objective was established to future-proof the agribusiness brand and strategy so it remains the pioneering force it is today and well into the future. Carefully mapping potential future trends shaping the agricultural sector was a critical part of defining the new mission and purpose for Carrfields, and this process also generated three key priorities: identifying needs, uncovering opportunities, and assessing the strategic fit for Carrfields as it moves forward. These priorities will guide decision-making, inform investment choices, and help the company adapt to evolving market, environmental, and technological conditions while preserving its heritage and commitment to innovation.
Our Approach
Establishing our new refined purpose, ambition, and company values was the first important step. Our purpose is to support and create lasting value for farmers, helping them thrive now and into the future. Carrfields is a passionate advocate for farmers and for farming itself, committed to standing alongside growers through changing seasons and challenges. We build deep, trusted relationships and take a long-term view, supporting growers with tailored solutions, a broad breadth and deep depth of knowledge and experience, proven superior products, and consistently exceptional customer service. Our vertical integration across pastoral and arable sectors has established Carrfields as a trusted, responsible partner for New Zealand farming communities, delivering practical reliability and hands-on support when it matters most. The Carr Group Family celebrates 50 years of dedicated service in the agriculture industry, symbolising a legacy of hard work, resilience, and an ongoing commitment to sustainable farming practices — a meaningful and well-earned milestone that reflects decades of dedication.
Our Purpose:
“Support life and prosperity on the land - for all generations.”
Carrfields is a purpose-driven, values-based organisation committed to life on the land. We take a long-term view, building trusted relationships with our customers and supporting them with tailored solutions, specialist expertise, proven high-quality products, and exceptional service. Through our vertically integrated service offering of products, equipment, and innovative technologies, Carrfields is a trusted partner helping rural businesses thrive - today and into the future.
Our Ambition:
To become the most trusted partner on the land - today and for generations to come. Carrfields will build on its pioneering roots with a modern, progressive identity that reflects confidence, innovation, and purpose. Through technology-enabled solutions and deep customer relationships, we will continue to evolve as a trusted partner supporting life and prosperity on the land.
“Your trusted partner on the land”
Our tagline is a short clear statement of our intent and captures our brand essence. It defines a brand’s core value, purpose, ambition and identity for consumers - leaving a lasting impression.
Outcome
We executed a comprehensive, end-to-end brand system for Carrfields, a company with more than 50 years of heritage rooted in the Carr family farm in Mayfield, Canterbury. The brand foundation establishes a clear purpose - "Support life and prosperity on the land for all generations" - anchored by the tagline "Your trusted partner on the land" and four core values: Integrity, Innovation, Responsibility, and Authenticity.
A full visual identity has been developed and implemented, including primary and secondary logo marks inspired by the Canterbury plains and surrounding mountains, a five-colour palette (Fields, Pasture, Hay, Base, and White), Open Sans typography, and distinctive brand devices such as the Field Lines and Feature Wall systems. We also produced a comprehensive suite of value, service, and general-use icons to ensure consistent visual language across applications. Photography direction was defined across four visual themes - pioneering spirit, authentic people, the land, and future responsibility - with detailed shoot guides tailored to each service category.
The brand has been applied across all key touchpoints: the national website, apparel and uniforms, print collateral, exterior hub signage and plinths, vehicle wraps, and co-branding guidelines. A commemorative 50-Year Emblem was created to honour the company’s legacy, and legal protections have been addressed, including trademark registration with IPONZ, copyright safeguards, and NDA requirements for external agency partners.
This piece of work was developed in close collaboration with Craig Carr and the Carrfields senior team, who have now adopted the system and begun the next phase of rolling it out for the future of Carrfields.
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