The Borderfields story began in 2005, when a group of local farmers from both sides of the Scottish border came together to create a premium cold pressed rapeseed oil from their crops. After a promising start sales had plateaued. With ambitious plans for growth, Borderfields knew they needed to re-evaluate and update their existing brand identity to get sales back on track. Cubic was given the task of breathing new life into the brand in order to generate more interest from the major supermarkets.

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From minority to mainstream

Our main challenge was to reposition Borderfields as an accessible, everyday cooking oil, one that could be used as a genuine alternative to olive oil. That meant moving the brand from its previous niche space to a far more mainstream position by emphasising its versatility and health benefits, two qualities that hadn’t quite come through in Borderfields’ existing brand.

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Our aim was to bring out Borderfields’ personality, particularly in its packaging, underscore their natural credentials and give the brand a real point of difference.

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A touch of charm

We began with a programme of brand workshops, market research work and competitor analysis. Armed with this information we set about designing a new identity for their core oil, dressings and associated products, featuring feel-good illustrations – carefully calculated to create a sense of innocent, approachable charm – along with a photography, copywriting, vehicle graphics, advertising and a new website.

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Just one year after our brand reinvigoration, sales had soared by a remarkable 178%, helping Borderfields become the UK’s best-selling branded rapeseed oil – a stella result by any standards.

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Up and away

Great products deserve great packaging – anything less is doing them a disservice. Just one year after our brand reinvigoration, sales had soared by a remarkable 178%, helping Borderfields become the UK’s bestselling branded rapeseed oil. Today it’s permanently stocked by the Big Four supermarkets (Sainsbury’s, Tesco, ASDA and Morrisons), and Borderfields are busy developing a range of new products to capitalise on the brand’s popularity.

With a 34% market share, Borderfields is now the number one brand in the rapeseed oil marketplace.

No.1

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Before we bought the Borderfields business, the company was in a pretty unhealthy state. Since Cubic’s rebrand, our products have take pride of place on the shelves of the top four supermarkets. Sales are increasing, and Borderfields is turning into the success story that it really deserves to be. Well done Cubic.

Ben Guy
Managing Director, Borderfields

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Brand architecture
Vision and values
Product architecture

Identity

Visual identity
Verbal identity
Identity systems
Brand guidelines
Brand guardianship
Bespoke typeface
Illustration

Experience

Campaigns
Print and literature
Digital
Front-end development
Back-end development
UX / UI design
Ideas generation
Packaging
Content development
Photography
Iconography
Animation
Copywriting

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