Case Study: Farm Pride
Back in 1937 Farm Pride was known as the Victorian Egg Marketing Board and today this ASX listed company supplies over 8 million eggs per week to supermarkets across the eastern seaboard and commercial markets, including airlines, hotels and restaurants.
Farm Pride first contacted us in 2017 to update their building graphics following a brand refreshment. As part of their brand and packaging refreshment, their graphics feature the word ‘eggs’ written large at an oblique. This was also to be a big, bold feature across the front of their Keysborough Processing Plant. Additionally, the existing panel signage around the building needed to be replaced and design improvements made where possible. ‘Big’ seemed to be a theme.
Signarama Dandenong Solution:
Working from design drafts supplied from their marketing department, we recommended traditional painted signwriting for the ‘eggs’ feature. Not only was it an ideal solution for such a large area, it also communicated a sense of pride and permanence. We also shifted the location of ‘eggs’ to improve visibility from sightlines on nearby roads. Further improvements were made with directional signage to separate vehicle traffic and reduce confusion on entry.
What We Produced
BIG. Big letters, big signs. The hand painted ‘eggs’ is nearly 14 metres long and over 7 metres high. Other building signage included the Farm Pride brand on rigid signage panels, matched to the blue of the wall branding the buildings and directional sign panels on the gatehouse. The double sided panel and post sign out the front had the sign faces replaced.
Manufacturing Processes involved
Traditional signwriting skills are a part of our capability at Signarama Dandenong. Working in the low light of evening, our sign writer used a projector to project the design onto the wall to mark out the location, then painted it during daylight hours over weekend when the carpark was not in use. The rigid sign panels used much longer lasting materials in computer cut vinyl graphics laid on coloured ACM panels. Again, permanence was in mind.
Painting outdoors is always weather dependant and after waiting for a dry weekend with little wind, one finally arrived, and it was completed in two days. Installation of the other signage took one day.