BR Agro
BR Agro, a company with 11 years in the market, was born in Goiás with the mission of supporting the development of agricultural production, bringing technical knowledge and confidence to rural producers and generating value for the entire chain.
With the aim of differentiating itself in the agricultural input resale market and continuing to grow, it approached Pande to develop a project that began in August 2022, and in addition to repositioning the company, it gave rise to a new name for the Institucional brand and also a new way of organizing your brand architecture, products and services, thus enabling expansion.
We started the project with a deep immersion in understanding the business: we went to the field to talk to the main stakeholders and understand the world of agribusiness. We get to know the farms, experience how the company’s products and services are delivered, listening to their main needs and desires from rural producers and agronomist technicians.
We also analyzed how competitors were moving in this segment and which trends were impacting the value vision of stakeholders, especially rural producers, who are looking for a partner to help them grow their business.
Based on the analyzes and needs in the field, we integrated the offers, placing the rural producer at the center of everything. We reorganized the company’s assets, through a review of the brands’ architecture, bringing clarity to their roles and consolidating BR Agro’s positioning as a sustainable Agricultural Solutions platform that delivers trust, knowledge and management with results for the producer.
After organizing and understanding the entire business, we developed a new name for the company, owner, which reinforces the assets built. A brand that was born with the weight and grandeur of Brazil and Agriculture.
We consolidate the brand platform using our Brand Value methodology, which guides all conceptual aspects from the essence to the expression of the brand. To consistently communicate the new positioning to the internal and external public, strengthening its greatest asset, which is the relationship with the producer, we arrived at the tag line – BR AGRO Together cultivating results.
We created the identity of this new brand that reinforces the attributes of a specialist, innovative, close and inspiring brand. The logo design combines two typographic styles, geometric and calligraphic, expressing the combination between technique/precision and partnership/proximity, a combination that sets the brand apart, offering a complete platform of solutions for agricultural producers.
The supporting visual expression is inspired by the top view of the planting fields, forming a flexible graphic mesh that combines with the chromatic palette and images throughout the brand’s communication.
Another relevant part was the engagement of the internal team in the transformation and repositioning of the brand in the market. To this end, we participated in the BR Agro brand launch event for employees and important stakeholders in the sector, being an important milestone for changing the team’s mentality, engagement and sense of belonging. Certainly one of the great initial steps towards the next cycle of business growth.
