We farm ideas

Agrimprove

  • Project Client
  • Agrimprove(Royal Agrifirm Group)
  • Industry
  • Feed additives
  • Biotechnology
  • Work scope
  • Brand Narrative
  • Brand Architecture
  • Brand Positioning
  • Brand Name
  • Visual Identity Design
  • Corporate Website
  • Lead Generation
  • Brand Activation
  • Brand Guardianship
  • Design Guidelines
  • Packaging Design
  • Brand Movie

Deploying the power of science to improve the way we produce food.

When it comes to the protein we eat, meat and dairy are often on the menu. But if we want to keep feeding ever more people healthily and responsibly, we need to accept the challenge of producing more with less.

For food farming worldwide to improve this way, all you need is smart ideas and ambitious people who are willing to try. That was our insight for Agrimprove, Agrifirm’s new brand of animal feed ingredients.

Agrimprove, What’s in a name?

With the creation of its new global animal feed ingredients brand ‘Agrimprove’, Agrifirm, a cooperation of 10.000 Dutch farmers, openly accepted the challenge of doing better by producing more with less. Agrimprove sets out to develop ideas in animal health and nutrition and grow these ideas into tangible improvement strategies that benefit all of the different stakeholders in the global agri-foodchain. The new tagline ‘We farm ideas’ translates this vision into a resounding promise.

A versatile concept

One of the main strenghts of the brand idea is its inapt ability to address a broad spectrum of stakeholders throughout the agriculture value chain. For food producers and farmers, Agrimprove strengthens their profitability by improving animals’ health and performance, with a higher value product as the final result.

For retailers, Agrimprove enables the supply of qualitative food that meets the demands of today’s critical consumers. For consumers, the brand safeguards the sustainable availability of responsibly produced food for future generations. And for regulating institutions and governments, it supports the ability to meet health and food safety standards of today and tomorrow.

Animal feed ingredients brand ‘Agrimprove’, Agrifirm, a cooperation of 10.000 Dutch farmers, openly accepted the challenge of doing better by producing more with less. Agrimprove sets out to develop ideas in animal health and nutrition and grow these ideas into tangible improvement strategies that benefit all of the different stakeholders in the global agri-foodchain. The new tagline ‘We farm ideas’ translates this vision into a resounding promise.

Visual system

The brand philosophy of adding value throughout the agri-foodchain is visible in the graphic design build-up. Inspired by the curves and slopes of a cultured field or meadow, the lay-out grid playfully combines imagery from farm to fork – clearly not forgetting science as an important mediating factor.

Website

The new Agrimprove website, highly scrutinized as an unprecedented pilot project within Royal Agrifirm Group, is built not only to market Agrimprove’s story. It is a concise, yet powerful tool to embed the product portfolio into a content-driven marketing approach and to generate qualified leads throughout the industry.

With a built-in translation manager and smart and regionalized content, the site is set-up with a smart and self-learning UX that adapts to the individual needs and preferences of every single visitor.

Launch movie

To support the internal launch of the new product group brand to local and international teams within Royal Agrifirm Group – and as a first outing of the brand towards the global agriculture market – we introduced the brand name and concept in a short brand video.

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