Taking a bigger bite of the produce category
The project: AgroFresh, initially recognized for making apples a year-round industry, has since broadened its range of biotechnologies aimed at preserving flavor and freshness for a variety of fruits and vegetables throughout the entire supply chain. To further expand into new, promising markets, they sought a competitive advantage. After consulting with technical experts, marketers, food scientists, and produce growers, we identified a distinctive opportunity for AgroFresh to differentiate itself by establishing a new, attractive, and wholly unique market category. The outcome? We assisted AgroFresh in developing an overarching solution, "Smarter Freshness," to unify their diverse array of branded products and sub-brands. Additionally, we crafted a new tagline—"Advancing the future of freshness"—to effectively position AgroFresh as a key leader in the industry. Collaborating with essential stakeholders, we clarified the core strengths of the AgroFresh brand and transformed these insights into a renewed brand identity system along with updated messaging. This new, human-centered, science-driven brand was revitalized through a comprehensive relaunch campaign that included a redesign of their corporate website, a new overview video, customizable corporate presentations, sales material templates, and much more. Our contributions included: stakeholder research, brand positioning and strategy, brand architecture, messaging development, employee training, brand identity creation and guidelines, website redesign, sales support strategy activation, environmental branding, and corporate communication materials.