Jerdi project, an initiative by the UNDP in partnership with BIAT, aims to support and sustain agricultural practices in the Bcharre district. Above and Beyond was tasked with developing a comprehensive brand identity and communication strategy to promote the project’s goals. Our role involved creating a full brand kit, including identity and packaging design, along with social media and outdoor advertising campaigns.

Challenge: The challenge was to create a cohesive brand identity that reflects the essence of the Jerdi project—promoting sustainable agricultural practices while resonating with both local farmers and the wider community. Additionally, the packaging needed to be practical and visually appealing, while the advertising had to effectively communicate the project’s benefits to a broad audience.

Our Approach:

1. Brand Identity Development: We crafted a brand identity that embodies the Jerdi project’s commitment to sustainability and community support. The logo and visual elements were inspired by the natural landscape of the Bcharre district and local agricultural heritage.
2. Packaging Design: Designed practical and eco-friendly packaging solutions for agricultural products produced under the Jerdi initiative. The packaging emphasized freshness, quality, and the sustainable practices promoted by the project.
3. Social Media Strategy: Developed a social media campaign to raise awareness of the Jerdi project, engaging local communities and promoting sustainable agriculture practices. Content included educational posts, success stories, and interactive campaigns to build a strong community presence.
4. Outdoor Advertising: Created a series of outdoor ads, including billboards and banners, strategically placed across the Bcharre district to reach both local farmers and consumers. The ads highlighted the project’s mission, encouraging support and participation from the local community.

Execution Highlights:

• Logo and Visual Identity: A distinctive logo was designed using natural color palettes and organic shapes to represent growth, sustainability, and community.
• Eco-Friendly Packaging: Developed sustainable packaging that protects the agricultural products and communicates their natural quality and origin.
• Social Media Engagement: Launched an integrated social media campaign that leveraged local influencers and community leaders to build credibility and trust in the project.
• Outdoor Campaign: Placed impactful ads in key locations to maximize visibility and reinforce the project’s messaging.
• Increased Awareness: The branding and advertising efforts led to heightened awareness of the Jerdi project and its mission to support sustainable agriculture in the Bcharre district.
• Community Engagement: The social media campaign fostered strong community engagement, with increased participation from local farmers and stakeholders.
• Enhanced Market Presence: The new packaging and brand identity helped differentiate the products associated with the Jerdi project, leading to increased recognition and demand in local markets.