Defining Herd's distinct identity
Description
Herd Market is a platform selling meat, fish and dairy sourced from a handful of carefully selected, regenerative farms and boats. Herd Market exists to give people access to high quality, good value produce, sourced regeneratively; a practice that puts more back into the land and sea than it takes from it.
Information
Brief
Rebrand & Redesign Visual IdentityService
Proposition Development / Website RedesignClient
Herd MarketField
Online Market / Regenerative Farming & FishingProduct
Shopify Ecommerce SiteYear
2025Timeline
6 weeksTeam size
6Challenge
- Herd’s original proposition “Britain’s Online Farmer’s Market” wasn’t distinguishing it from competitors or reflecting customer buying behaviour.
- Customers were still doing their weekly supermarket shop, only visiting Herd for hard-to-find items like netted squid, scallops, crab, and lobster.
Opportunity
- Position Herd as a specialist source for unique produce, prioritising regenerative practices and good value.
Solution
Deliver a distinct proposition in-market, emphasising the unique and direct connection between farmer, fisherman and produce, made possible by Herd’s platform and superior sourcing methods.
Outcome
- Herd Market became ‘The Fish and Meat Market’, offering a distinct proposition that reflected the direct access Herd gave customers to value and quality.
My Impact
Refreshing the proposition and visual identity inline with customer behaviour.
Objective:
Reflect Herd’s unique approach to procurement (value + quality + regenerative) and sourcing of hard-to-find fish and meat.
Action:
Competitor audit, design brief, agency workshop, ethnographic research at Smithfield Market, customer feedback review.
Results:
New name: Herd: The Meat & Fish Market
Updated tagline: From Will (the farmer) to you, From Sutton Hoo Farm, to you
Updated brand guidelines and colour palette (Smithfield red, Billingsgate blue).
Lean team of 6 without product/project management.
Objective:
Embed agile ways of working to prioritise work based on objectives and business goals.
Action:
Daily 15 min stand-ups, OKRs & reporting cadence, product roadmap in Notion, workstream review and deprioritisation.
Results:
Streamlined workload by 30%, increased visibility of activities by 60%, increased performance and accountability through OKRs & KPIs.
Product photography was inconsistent, mixing professional, in-house, and supplier images.
Objective:
Create a unified approach to photography for all product lines.
Action:
Categorised images, reviewed competitors, defined photography guidelines with Head of Content, trial shoots, iterated approach.
Results:
Consistent, branded product photography across all ranges (100% consistency).
