Yara
Global Rebrand
Rebrand pitch: Successful
My role: Key conceptualist/Strategy; Senior Copywriter
Industry: Fertilisers and environmental solutions
Industry leaders in every sense, Yara had just de-merged from Hydro and were looking to establish themselves and their expertise in their own right. A clean, crisp identity was created - one that boasted vibrant colour, a whole new language for the sector and a more human-centric focus; very different to what the sector norm was at the time.
Website: www.yara.com
Key insights:
The product offering…
As the world’s leading fertiliser company, Yara invests millions each year into Research and Development. They address global food challenges and create positive change through developing and implementing environmental solutions. We really sought to highlight their focus on R&D and the resulting learnings - greater crop yields, increased food security and scientific breakthrough leading to even deeper understanding.
The New Line…
‘Knowledge Grows’ affords great versatility, speaking directly to each of the main areas of focus for Yara; each one with a slightly different take on the phrase.
Brand Principles booklet
The Manifesto
A touch old now - I wouldn’t have written it quite like this had I done this today, but that’s just called maturity, really.
After proposing Yara’s new look, we needed to demonstrate how this thinking would flow down into their broader product offering. Below you’ll find some of the ideas and directions we put forward.
YaraLiva is a calcium nitrate based fertiliser designed for high value quality field crops to improve the size, strength, appearance and, importantly, the marketability of the yield - put simply, if it doesn’t look good, it won’t sell.
Taking this thinking across the rest of Yara’s product offering:
Micronutrients
YaraVita foliar micronutrients are designed to target the leaf or fruit to deliver a specific nutrients exactly when and where needed by the crop, boosting crop performance by overcoming deficiencies.
Quantity of yield
YaraBela nitrogen fertilisers comprise cost-effective sources of nitrogen and calcium to fuel growth and productivity. Better yield, better income.
All in the family
Essentially saying Yara fertilisers are the only ones you’ll ever need to ensure the quality and quantity you’re looking for are being met from every angle.