Tony's Farm | repositioning the ECO brand

Case Study about the cooperation with the successful Shanghai startup company Tonys Farm in the areas of brand, product and strategy.

Design Strategy for Tony's Farm
Design Strategy for Tony's Farm

Packaging with ECO appeal

Eco Packaging Design & Web Design

Repositioning of the Brand and a User-friendly Website.

To boost communication of the environmental commitment of Tony's Farm in its daily contacts with customers and members, Tony's Farm wanted a new packaging design for its delivery box. The box was destined to be filled with up to 6 kg of fresh vegetables for transport to customers. At the same time, the box had to be stackable and support the weight of up to 3 additional boxes.


After interviewing customers of Tony's farm, the complete internal production process from harvesting, packaging and transportation to delivery was examined in the light of their needs, and an opportunity for far-reaching improvement identified. At the end of the project WILDDESIGN redefined the positioning of the brand and developed a user-friendly website.


Because of its high weight and the deforestation it caused, the existing wooden box produced more CO2 emissions per unit of vegetables. The new Eco-box now meets the requirements of customers and employees alike, emphasizing the environmental commitment of Tony's Farm.

Tony´s Farm Logo
Eco Packaging design Tony's Farm
The new reusable Tony's farm ECO-Box


  • Innovative packaging design
  • Analysis of production workflow and total service design
  • Design of print materials to support the service process
  • Viisitor friendly webpage
  • CO2 reductive design

Bilingual website

Webdesign Tony's Farm
The new Tony's Farm webpage


Credibility and transparency were the most important communication goals for Tony's Farm. The previous website lacked professionalism and offered too little information content. In addition, the ordering process necessitated cumbersome telephone handling each time.


Our immediate focus was on the information content: what did the customers want to know about their supplier of vegetables, and how could we put across the credibility of Tony's Farm and its organic farming principles? We developed an information system aligned with the seasonal offerings, in order to educate customers about the value of a full organic diet - and offered weekly suggestions for recipes that could be followed using Tony's Farm products.

Project outcomes

  • Bilingual webpage
  • Photoregie


The site is now an important sales tool for Tony's Farm and gives customers and prospects a comprehensive overview of the vegetables on offer. There is also an easy to use ordering interface, which is how most orders are processed. After only one year the number of customers has increased from 200 to nearly 6,000 "subscribers".

Markus Wild

Your contact partner

Markus Wild, CEO


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