Hannah und Fritz
How an organic market garden in Waakirchen found the courage to become a brand.
Hannah and Fritz grow organic vegetables in Waakirchen, by hand and market-garden style, and sell them in their own farm shop and at the farmers’ market in Bad Tölz. We worked with them from the Compass Session through positioning and naming to the photo shoot, visual identity and website.
Starting point
Visibility
Hannah and Fritz grow organic vegetables in Waakirchen – by hand, on a small plot, market-garden style. Between the beds, the farm shop and the market stall, there’s little time left for their own marketing. Yet there’s far more to their work than a veg box can show. They came to us with these questions:
How do we set ourselves up for the long term?
How do we get noticed – as we really are?
How do we show what we do and why we do it?
And what on earth should we call ourselves?
Approach
How did we go about it?
Before any design, we listened – on site, in several workshops in the farm shop.
01 Compass Session
First, we worked out together where Hannah and Fritz stand, what they really need and what comes first.
02 Positioning workshop I + II
In the first workshop we developed the brand strategy; in the second we explored the right channels and formats: what’s realistic with little time, and what has the most impact?
03 Naming
For us the answer was obvious straight away – for Hannah and Fritz, not at all: they are the brand. Their values, their hands, their farm. The name just had to say so.
03 Implementation
Photo shoot on the farm, communication strategy, visual identity and website – all cut from the same cloth.
Outcome
What happened?
Hannah and Fritz took the plunge – and it paid off. In no time, around 3,000 people were following them on Instagram. That’s a lot for a farm that only sells locally. Their newsletter keeps growing too. And the farm shop is now much more than a shop – it’s a place where people meet.
The credit goes to the two of them. It worked because we went hand in hand and Hannah and Fritz put their trust in us.
P.S. On Fridays you’ll find their stall at the farmers’ market in Bad Tölz, right outside our office. So it’s well worth popping by.
Insights
What it looks like
Let’s talk.
Tell us where you are. In the intro call we’ll see together whether we’re the right fit and what a sensible next step would be. 30 minutes, free, no strings attached.
After booking, we’ll send you a few questions to help you prepare. That way we can spend the half hour talking, not covering the basics.
Just want to follow along for now?
→ Newsletter · Instagram
Positioning, communication strategy and design
Office:
Jungmayrplatz 11
83646 Bad Tölz
+49 176 72 98 90 62
info@byfairmeans.net
Newsletter – every now and then, never too often.
© 2026 by fair means GbR