A completely fresh brand and web experience

Refresh and modernisation

Proud of their heritage as a respected family business, the team at Mansfields wanted to refresh the brand and website to showcase their scale and innovation, positioning them as a preferred partner for UK supermarket procurement teams.

The project began with immersive research, including site visits and direct collaboration with key stakeholders. Moving beyond the typical “family-run” style more appropriate for the end consumer of their produce rather than the corporate buyer. We crafted a modern identity reflecting Mansfields’ high standards and technological investment.

A truly digital identity

We took a sympathetic approach for the logo redesign, diving into the archives unveiling forgotten logotypes and history. Incorporating graphical elements that were central to the brand, we focused on multiple rounds of simplification and refinement. It’s an evolution with digital applications in mind, able to adapt to its environment from mobile devices to billboards. The result is a flexible design system that works across all channels for a fresh new era.

The identity itself focuses on professionalism, scale, innovation and state of the art technology that distinguishes Mansfields from the competition.

The simplistic fruit shape from the logo features heavily throughout the visual language from CTA’s to content overlays. This is combined with a vibrant gradient representing the produce.

A website built to match Mansfields’ innovative ethos

We built the website using Wagtail CMS, making it easy to update by the internal team whenever needed. Packed with engaging and unique features including; a swiper-powered fruit slider, subtle animations and a streamlined job application process to support overseas recruiting.

With a new user experience designed to specifically talk to both distributors and potential new staff, Mansfields stands out from other fruit producers. Ensuring they are serving and connecting with the right audience.

The site has given the business a new elevated look that supports their forward-focused growth plans.

Bringing the brand to life

Much photography, videography and content writing was produced by the D&F team in-house, meaning we gained a deep understanding of the business goals. Using drones and an array of camera equipment, we worked on-site throughout the growing season and harvest to capture content that would engage corporate buyers.

We got to know the team well, allowing us to tell the story of the past and future of Manfields in a truly authentic and human way.