In 2008, the Crab Apple brand was born as a response to requests for the owner, Helen Booysen, to drive her horse drawn carriage at special occasions in the Midlands area.
From the very beginning, Helen had a very clear vision for Crab Apple carriage. It combined her love for the olde world feel of Beatrix Potter, the era from which carriage driving emanates and the location of Crab Apple, deep in the KZN Midlands in the Dargle.
The logo was the starting point for the entire look and feel and the font selected together with the country colours were complemented by an image of crab apple fruit (which represents the more modern, brighter aspects of the brand). The photo library and the style of the wording were created with the brand story in mind and once all was approved, they were pulled together to create the website, the vehicle branding, advertisements, banners, stationery, posters and brochures, bridal show displays as well as on sponsorship items. This integration across many platforms maximized the overall impact of the brand in the marketplace.
It was a natural extension to add the community chapel (which is situated on the corner of their property in the Dargle) and in 2012, the business expanded further to include three self-catering cottages that are also on the farm.
With this expansion into new markets it was critical that the marketing strategy changed to reflect this shift We revisited Crab Apple’s visual and written communications and a photoshoot with Karen E Photography were undertaken to capture all the aspects of the offering and its surrounds. An investment in a new look website, designed by Iridesense, reflects large expansive imagery and has quirky navigation icons to add further character. The imagery, icons and story style build a compelling story.
The promotional video created by Helicam Productions captures the brand essence in just a few minutes and the 360 degree tour of several aspects of the cottages as well as aerial shots, are infomatic. The social media campaign is a key and focused strategy that recognizes the importance of content marketing and two way communications. Crab Apple is active on Facebook, Pinterest and Twitter.
Testimonial from Barend and Helen
“IMS (Karren and Kelly) truly understands the subject of marketing in all its varied aspects. They have demonstrated particular aptitude in the strategic elements of marketing, and are able to relate comprehensively to all the dimensions of modern enterprise, including business development and growth, financial accounting, operational issues, and a thorough understanding of websites and the social media. IMS is a highly professional marketing organisation and has contributed significantly to the growth which our business has experienced.
The sensitivity which IMS has shown in identifying and targeting the appropriate market sectors for our micro-business is particularly appreciated.
We have only ever experienced complete honesty and integrity from IMS and do not hesitate to recommend them to any business who is seeking to market their products/services effectively.”