Mole Valley Farmers: Mole Country Stores Branding


Chalk & Ward created branding that ensured Mole Country Stores provided an engaging and sympathetic shopping experience for its customers.

The Client

Mole Valley Farmers is the country’s largest agricultural supplier. Adhering closely to their farming co-operative roots, they provide genuine, passionate support to the agricultural and rural community by offering a wide range of services including feed, forage, retail, nutrition and health support. Chalk & Ward Advertising has worked closely with Mole Valley Farmers over the last 12 years to help grow the business from £50m turnover to in excess of £500m.

The Challenge

A major strategy of growth for Mole Valley Farmers has been to role out a network of rural retailers across the country. This tactic has included the acquisition of a number of ‘stalling’ retailers and the application of economies of scale to those businesses through careful procurement, solid operational infrastructures and considered brand marketing. From the initial stages of this strategy Chalk & Ward Advertising have been heavily involved helping to plan the creation and role out of a national brand of retailers; ‘Mole Country Stores’.

Our involvement has been immersive throughout the project including advising on the name, the identity, the design and layout of the stores and the role out of the brand. We devised, firstly, a dynamic and innovative fresh identity for the chain of stores and, secondly, adapted the design to create an engaging and sympathetic shopping experience, inside and out, that resonates with the needs and wishes of the rural community.

Branding for Mole Country Stores

The Result: Branding

Based on the success of the first purpose-created store in Newark, Nottinghamshire, initial stores were branded and refurbished across the East Midlands and Lincolnshire, with a second phase soon following throughout the North East.



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