Thoughts on my tagline... or lack thereof

I believe a brands identity should directly reflect what the brand actually is. Honestly. Just show the brand. Just advertise what is being sold. Don't lead me to believe that a car is going to make me some hot woman in a cute red dress. Really. If I buy that car, will I actually do my hair and makeup everyday and dress to the nines? I doubt it. 99% of the time my hair will scare a pack of wolves and my lack of makeup will show my true skin color (pale blue).

So when I began writing my laundry list of taglines, I was never happy. Every week or so I would change my mind and decide my current tagline was untrue. Not a good representation of all that City Farm is. Aside from making my tagline into a paragraph with many exciting exclamation points, I decided no tagline was the way to go.

Of course, this is one of my many "brilliant" ideas I have dreamed about, written down in the middle of the night and laughed at in the morning. I usually ask a million questions doubting the idea being any good, then put it aside.

Mock up of City Farm ad

So I thought, what if City Farm has a tagline that constantly evolves. Except the "tagline" is the ad concept. My idea came with one ad campaign, which will be a good way to showcase my promote program.

I will begin with "You are what you eat. Choose wisely". The ads will show a piece of food and list all that is good in it. (ex: banana, potassium). Then show a person and list how all those good things are in them. (implying the person ate a banana.) So the person is what they ate and it was energy and nutrients.

These ads will also extend into the store and be highlighted on the food, store signage and in the deli. So it is more than an ad. It is a celebration of that aspect of the brand.


pretty crappy mock up, but a visual to say the least.