Branding Matters: Summerdown case study

Last week, representing Summerdown, I had the pleasure of joining the Branding Panel at the Hampshire Fare C.I.C Trade Expo, where I spoke alongside Ali Fielder from Bongo Creative and Rob Whitham from Whitham Print Services. It was a brilliant discussion, and I thought I’d share some of the questions and answers here in case they’re helpful to other micro brands navigating their own branding journeys.

Q: Summerdown has built a really clear identity - what’s been most important in shaping that brand?

For us, it’s our story and our peppermint. We grow, harvest and distil our own Black Mitcham peppermint - and that’s what sets us apart. Our 2020 rebrand was all about bringing the magic of our farm and peppermint to life on pack. It tells a story, inside and out.

We work from a brand house that guides everything we do, and consistency has been key. Mint green is instantly ‘us’ (and a nightmare to print!), and we’ve refined everything else to tell our story more clearly across packaging, website, social media, emails and point of sale.

Q: How do you keep your brand authentic while still appealing to a wide audience?
Authenticity comes from the farm. We don’t have to invent a story - it’s real. Our rebrand helped us appeal to younger customers while staying true to our loyal base. We also speak to niche audiences - vegan, wellbeing - and use trusted badges like Great Taste, B Corp and RSPB Fair to Nature for social proof.
We focus on clarity and simplicity, showing what makes us special without overcomplicating it. For those who want to dive deeper, we offer more through our website, impact report and emails.

Q: What’s the biggest branding mistake producers make?
Can I mention two? Trying to be everything to everyone. You end up with something generic and forgettable. Plus thinking that branding is just a logo – it’s the whole story of who you are.

Q: If a business could only invest in one area of branding, what should it be?
Clarity of story. Know what makes you different and why you exist. Everything else flows from that.

Thanks again to Hampshire Fare for hosting such a thoughtful and inspiring event.