Client
Duration
May 14, 2025
Stonebridge Farm
A multi-generational farming family needed a complete digital transformation to launch their farm shop online and position their award-winning produce in the premium local food market.
Stonebridge Farm required a digital presence that honoured their agricultural heritage whilst establishing a modern e-commerce platform to reach customers beyond their farm gate.
Stonebridge Farm began as a vision in 2016 when Robbie and Louise Neill set out to create a sustainable farm producing exceptional food whilst preserving traditional farming methods and rare breeds. By 2024, they had relocated to Robbie's grandparents' farm in Ravara, County Down—land that had been in the family for over 140 years—and their award-winning pedigree Saddleback pigs had earned them recognition as UK Pedigree Pork Producer of the Year. Despite this success, they lacked the digital infrastructure to sell their premium produce online or effectively communicate their compelling story of sustainability, heritage, and exceptional quality to a wider audience.
With plans to open a farm shop and expand their customer base beyond farmers' markets and wholesale accounts, the Neill family needed external support to create a brand identity that reflected their values and a fully functional e-commerce website that could handle online orders, showcase their diverse product range, and educate customers about their sustainable farming practices
Building a digital presence for a traditional farm business required balancing heritage authenticity with modern e-commerce functionality whilst differentiating premium produce in a crowded market.
Brand Identity Vacuum: Stonebridge Farm had built a reputation through word-of-mouth and show success, but lacked cohesive visual branding, messaging guidelines, or a clear market positioning strategy. Without a defined brand identity, they struggled to communicate their unique value proposition, combining 140 years of family farming heritage with innovative sustainability practices and award-winning rare breed livestock. Resonating with discerning customers willing to pay premium prices for provenance and quality.
Complex Product Storytelling: The farm's product range spanned pork, lamb, eggs, and developing beef offerings, each with its own story of breed heritage, sustainable practices, and exceptional quality. They needed a digital platform that could educate customers about the difference between mass-produced meat and their slow-grown, traditionally reared produce, whilst explaining their innovative "eco pig" feeding programme that utilises by-products from local breweries, cheesemakers, and bakeries. This required sophisticated content architecture and compelling copywriting that could engage customers and justify premium pricing.
E-Commerce Functionality for Variable Products: Unlike standard retail, farm produce presents unique challenges, weights vary, stock availability fluctuates seasonally, products require specific storage instructions, and collection times need coordination. The website needed robust e-commerce functionality with variable product options, clear pricing for different weights, collection scheduling, and the flexibility to showcase complementary local products from partner producers. Additionally, the solution needed to be manageable for a busy farming family with limited technical expertise.
Market Positioning in Premium Sector: The local food market in Northern Ireland is increasingly competitive, with numerous farms offering direct sales. Stonebridge needed differentiation that positioned them not just as another farm shop, but as a premium destination for customers who value provenance, sustainability, and award-winning quality. This required sophisticated brand strategy that elevated their offering whilst remaining authentic to their family farming roots.
We developed a comprehensive brand and digital ecosystem that honoured Stonebridge's heritage whilst positioning them as leaders in sustainable, premium local food production.
Brand Foundation & Visual Identity
We began with extensive discovery sessions with Robbie to understand their vision, values, and the unique story behind Stonebridge Farm. Through collaboration, we identified three core brand pillars: Heritage (140 years of family farming), Sustainability (the innovative "eco pig" programme and rare breed conservation), and Excellence (award-winning quality and traditional methods).
The visual identity system we created reflects the premium quality of their produce whilst maintaining warmth and approachability. We developed a colour palette that draws from the natural County Down landscape, fresh greens and selected typography that combines traditional serif fonts with clean sans-serif fonts for modern readability. The brand guidelines we delivered included comprehensive usage rules for all touchpoints, from packaging labels to social media graphics, ensuring consistency across every customer interaction.
Website Architecture & User Experience
We designed an intuitive website structure that serves multiple customer journeys, from first-time visitors learning about the farm to returning customers placing repeat orders. The homepage establishes credibility, whilst inviting visitors into the family story through compelling photography and engaging copy. We created dedicated sections for "Our Story," "Our Philosophy," and "Our Family" that build emotional connection and justify premium pricing through transparent storytelling.
The product presentation strategy balances commercial efficiency with educational content. Each product category includes detailed information about what makes Stonebridge's approach different. We implemented a clean, gallery-style product layout with high-quality imagery, clear pricing, and prominent "Add to Cart" functionality. The site architecture also allows for future expansion, with space for blog content, recipes, and additional product categories as their Dexter herd begins producing beef.
E-Commerce Development & Integration
We built the e-commerce functionality on WooCommerce, providing robust features whilst maintaining ease of management for the Neill family. The system handles variable products seamlessly and customers can select different weights for particular cuts, with pricing automatically calculated. We implemented inventory management that prevents overselling whilst allowing manual adjustments for farm-fresh availability.
The checkout process is streamlined for their specific business model, focused on collection from the farm shop at 26 Vestry Road, Ravara. We integrated clear collection scheduling, order confirmation emails with collection instructions, and a backend dashboard that makes order management straightforward. The platform also accommodates complementary products from partner local producers including craft sauces, seasonings, and honey - creating a comprehensive farm shop experience online.
Content Strategy & Copywriting
Every word on the Stonebridge website serves a strategic purpose, educating customers about sustainable farming, building trust through transparency, and justifying premium positioning. We crafted messaging that speaks to their target audience: discerning home cooks and food enthusiasts who value provenance, quality, and ethical production.
The tone of voice we established is warm, knowledgeable, and proudly Northern Irish, reflecting the Neill family's authentic approach to farming. Throughout the site, we wove in their unique selling points, created by their eco pig feeding programme, the 140-year family farming heritage, their commitment to rare breed conservation, and their impressive show achievements. Product descriptions balance practical information (cut specifications, cooking suggestions) with storytelling that connects customers to the farm, the animals, and the land.
