Sørlandets Bakhage consists of five farms known for delivering exceptional and authentic experiences to customers and food enthusiasts. Their ambition is to create a unique attraction that embodies sustainability and the richness of the Norwegian region’s offerings, spanning accommodations, locally sourced culinary delights and engaging activities.

Initially, Sørlandet conducted extensive insight and strategy work in collaboration with KnowIt, an insight and strategy agency, and Day of week, developers of a digital ecosystem for sustainable food. Merkle embarked on a mission to transform the insights into innovative ideas, concepts, and a full visual identity.

Services
Activation

Industry
Travel & Hospitality

Market
Norway

Challenge

For Merkle, it’s not just about using AI to create specific products or services. It’s a matter of revolutionizing the entire approach to concept and design development. We sought to challenge and enrich the current method of generating insight-driven solutions and ideas using AI.

As a brand, the focal point is insight-driven solutions and ideas. However, in a complex landscape of partners and suppliers, there is often a disconnect between insight and ideation. We have invested significantly in extensive research and garnered valuable insights. While initially aiming for a specific outcome, the agency has delivered a product that not only meets our expectations but also brings a refreshing and innovative touch, elevating the project with a cool and unique factor.

So, how might we ensure insight-driven solutions with an iterative approach that neither consumes more time nor finances? Enter AI—a powerful catalyst that not only expedites progress but also elevates the efficiency of our strategic endeavors to unprecedented levels.

Approach

Our mission was to simplify and enhance the journey from analysis to concept. AI offers significant cost savings by eliminating the need for multiple resources, and AI streamlines the process which improves efficiency. We were no longer constrained to a certain number of ideas that Sørlandets Bakhage was unsure about – we had countless ideas and variants that could be continuously and cost-effectively iterated upon.

Leveraging Midjourney's AI expertise, we harnessed our creative potential, exploring various design paths rooted in deep insights. This approach allowed for swift prototyping and well-informed design choices.

The combination of qualitative analysis, creativity, and skillful prompt engineering in ChatGPT and Midjourney, provided a solid foundation. It also sparked more meaningful discussions within our team and with Sørlandets Bakhage throughout the process.

Results

The collaboration and process resulted in a consistent visual identity that authentically represents Sørlandets Bakhage's values, brand essence, and messaging in a consistent and recognizable way. From the logo to the color palette, typography, and graphic elements, every detail was meticulously crafted with the help of AI tools, adding depth to the creative process.

The use of AI tools gave us the opportunity to effectively explore a spectrum of design directions and adapt the elements based on insights and feedback. This allowed us to deliver a cohesive brand identity that resonates across various platforms.

We developed a comprehensive design system that incorporated guidelines, rules, and resources to ensure uniformity and a fully integrated visual identity across various communication channels and materials. The design system enables seamless implementation of the visual identity across diverse applications, enhancing the user and customer experience.

This journey with Sørlandets Bakhage demonstrates how AI when strategically employed can work as a transformative force in crafting a brand identity to resonate across diverse platforms.

Keys to succes

• Thorough insights and collaboration
• Strategic utilization of AI tools
• Innovation and creativity