A down-to-earth website for the farmers' own energy company

The farmers' own energy company

Bondens El was founded as the farmers’ own energy company, to offer fair and sustainable electricity that supports rural communities. Anyone can become a customer, even if you’re not a farmer or don’t live in the countryside. Esatto had the opportunity to help LRF Samköp shape and develop the brand experience from scratch. An assignment that involved everything from building a brand platform to web analytics.

A brand workshop

After initial market and competitor analyses, we collaborated in workshop format to develop a brand platform for Bondens el. In this platform, we defined the brand's values, target audiences, and vision: “Empowering all of Sweden and strengthening rural areas”.

To lay the foundation for the upcoming work on visual identity and tone of voice, we also conducted a Brand Experience Workshop. During this process, we agreed on experience principles and a framework for how Bondens el should be perceived. The result showed that the brand should convey simplicity, down-to-earth quality, warmth, and humanity.

Visual identity and tone of voice

We designed a new logo, selected colours, and chose a new typeface—the Swedish font "Rund," designed by Letters from Sweden. The symbol in the logo was inspired by simplicity and earthiness and works in all sizes. We created reference and inspiration images for a new image library for Bondens el. Additionally, we developed a copy platform for LRF Samköp to use when communicating Bondens el.

Bringing the brand to life

The new brand came to life across Bondens el’s channels—from invoices and ads to a new website. Simplicity was a top priority in the UX and design work. We designed in close collaboration with users and, of course, applied principles of digital accessibility.

Behind the scenes

Despite its perceived simplicity, Bondens el’s new website is built on a complex network of technologies working in harmony. The open-source solution Piranha was chosen as the CMS, with integrations built for Lime (CRM) and BankID (for login and signing).

Bondens el – a growing brand

Esatto and LRF Samköp continuously work to improve the user experience and increase conversions in the form of new electricity contracts. Through data collection and Google Analytics, we can better understand what works best and what improvements are needed.