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An enticing space for agriculture professionals

The Hauptfest in Stuttgart, Germany is a quadrennial gathering of agriculture professional and companies to showcase their craft and products from all over the nation. And with over 600 exhibitors on the Canstatter Wasen the competition for visitors is as fierce as the business itself.

Vion Food Group approached FORTIFY to help develop an enticing space which both represented the Vion brand as well as give space to mingle and connect with potential customers.

The Challenge

The Outcome

Help design a space where both visitors as well as potential clients could feel welcome and mingle with Vion staff to sample the products. FORTIFY helped Vion Foods grow their visitor-base, increase sales-leads and solidify the brand in the minds of the consumer.

The Strategy

Meeting with the marketing lead for the event, FORTIFY established a synthesis of the pain-points and developed a creative strategy to represent the desired look and feel of the Vion brand for the event.

A Shift in Perspective

Against the tradition of the industry, FORTIFY suggested to shift focus from the admittedly hard to market product towards the people and their professional environment. A set of moodboards was proposed to showcase employees in context of the product and their added value to it.

Discovering the Values

During discovery FORTIFY established a set of keywords defining the relevant imagery, which could be used universally and flexibly to design future assets.

  • Authentic
  • Passionate
  • Hard-working
  • Professional

Interactive Showcase

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