Rebranding Hydro Agri’s relationship with agriculture, farmers and the environment

Hydro Agri are industrial scale manufacturers of chemical fertiliser. As a division of the Norwegian conglomerate Nörsk Hydro they were branded using the distinctive Hydro Viking Ship corporate mark. This symbol was appropriate for a group of companies with diverse interests, but it said very little about what Hydro Agri actually did in the agriculture sector and failed to resonate with customers.

The chemical fertiliser industry

Agriculture is an increasingly competitive and rapidly changing industry. With income, profitability and environmental issues focused on more than ever before, farmers are demanding more from their suppliers in terms of the skills and knowledge of representatives, product suitability and services. These changes in the industry landscape forced a rethink of how Hydro Agri connect with customers. We were asked to create a brand strategy and identity which would distinguish Hydro Agri from competitors and help them communicate more effectively.

Sustainable philosophy

To add value to Hydro Agri’s product offering and improve profitability we had to develop a differentiated positioning with a clear understanding of customer needs. Our new strategy centred around a philosophy of offering sustainable growth, where Hydro Agri work in partnership with farmers, providing rigorous soil analysis and solutions which maximise crop yield whilst preserving the viability and ecology of the land.

Creating a partnership for growth

Our industry audit revealed that the design of chemical fertiliser company brands leant towards an ‘industrial’ style. We believed there was an opportunity for Hydro Agri to take ownership of the concept of growth (both agriculturally and financially) via their unique relationship with farmers.

Our new Hydro Agri logo symbolises a seedling within a nurturing hand which is carefully drawn to resemble furrows in field. The logo communicates a more open, caring and approachable style, projecting the emotional side of the brand suggesting their commitment to customers and the environment. It signified a ‘hands-on’ approach to working with farmers to deliver more than just fertiliser with sustainable profitable growth.

Flexible brand expression

An additional challenge was our new Hydro Agri logo had to be endorsed by the parent company logo of Nörsk Hydro.The problem is that when any two different styled logos work side-by-side they always ‘clash’ with each other. To create visual harmony we developed the ‘graphic field’ system inspired by aerial photographs of agricultural land and the square shape of the Nörsk Hydro logo. This flexible system allowed for multiple colours, configurations and even photographic application to appear within it.

Project outcome

The new brand was successfully launched across their global market and was universally acclaimed by the sales force and customers alike - it ‘spoke their language’ and clearly demonstrated a genuine connection to the land. The results of our work contributed to an increase of 238% client retention and 352% improvement of analytical services.