Agricultural farming methods are continually adapting and changing. Modern farming has created numerous ecological side effects including an overconsumption of water and a reliance on chemical fertilisers, GMOs and pesticides. As these side effects grow, so does the need for agricultural change. Innovation Agritech Group (IAG) is an aeroponic vertical growing technology company that produces green produce through sustainable practices, using less space and fewer resources than traditional farming.
IAG approached London based, Inspired Marketing agency, for a brand refresh with the aim of visually communicating the brand as an innovator of the agricultural growing space. The aim was to create a corporate identity that translates and pays tribute to both the agricultural and technological focus of the brand. Existing competitor branding is led by singular narrowed vision in approaches, with expansive white space and cliché branding that lacks in both narrative and identity. The communication of the vertical farming sector can become oversaturated and difficult to digest. Therefore, the emphasis was put on creating clear recognisable branding that assists in the communication to consumers and partners.
The reliance on expansive whites and vibrant greens became a consistent convention in vertical farming during its infancy and resulted in a blur in brand identity across various companies within the sector. Accordingly, Inspired Marketing agency’s brand development for IAG targeted the conventions of the existing industry whilst refreshing the approach to reflect IAG as an innovator in its sector.
The lively colour palette presents IAG at the forefront of vertical farming as a pioneer of the agritech space. Deep green tones pay homage to the agricultural produce whilst vibrant greens represent technological innovation and a modern twist on shades conventionally used within the tech sector. The collation and merging of the deep greens and vibrant greens act as visual narrative for the journey of the agricultural space and the process of modernisation of the sector in transferring previous agricultural practices into modern innovative farming methods.
Shape and colour are utilised as a visual tool throughout for brand consistency and continuity. The use of form and shape is subtle yet highly conscious. The shapes act as subtle visual narrative to reinforce the brand purpose whilst sustaining brand identity. The shapes include the IAG leaf in a stacked manner to reflect the modularity of the GrowFrame™ and IAG technology. The use of design choices such as this are intentional and contribute to a conscious holistic brand approach.
IAG represents both innovation in new technology as well as the advancing of previous agricultural practices. The brand approach reflects the modernisation of farming and IAG’s place as a future-facing agricultural brand.
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