Animal Feed Brand Strategy and Brand Creation for Agrivita

Context

Agthia is one of the UAE's leading food and beverage groups, with a portfolio spanning food, beverages and agricultural products.

The origins of its animal feed business date back to Grand Mills, which was established to support the UAE's food security ambitions. Flour and silo operations began in 1978, with animal feed subsequently added in 1981. Both businesses later became part of Agthia.

As the businesses developed, the opportunity emerged to separate flour and animal feed into more clearly defined brands, allowing each to focus more directly on the needs of its respective customers and markets.

Challenge

The existing Grand Mills name encompassed both flour and animal feed, despite the two businesses serving different markets and customer requirements.

Agthia wanted to move from this shared identity towards a sharper and more specialised proposition for its animal feed business—one capable of reflecting its product expertise, technical capabilities and increasingly customer-focused approach.

The challenge therefore extended beyond creating a new identity. Aeron needed to define the role of the business, develop a distinctive new name and proposition, rationalise the product portfolio and establish a coherent brand system capable of supporting future innovation and growth.

Solution

Aeron worked with Agthia to reinvent the Grand Mills Feed business as Agrivita, creating a new strategic and creative platform for the organisation.

At the heart of the strategy was the proposition:

Beyond Feed

The idea repositioned Agrivita around more than the products it manufactured. It expressed an ambition to provide customers with a committed commercial service, specialist expertise, innovation and an evolving range of high-performing animal nutrition products.

Aeron developed the Agrivita name, brand positioning and proposition, alongside a rationalised product portfolio and clearer price positioning.

The strategy was brought to life through a comprehensive visual identity and packaging design system, supported by corporate identity, brand environments and marketing and sales applications. Together, these created a coherent brand capable of working from individual products through to corporate and customer-facing communications.

Result

Agrivita launched in February 2014 to an audience of approximately 500 industry professionals and customers, establishing a distinct new identity for Agthia's animal feed business.

The new brand brought together a clear proposition, rationalised product portfolio, packaging and visual identity under one coherent system, giving the business a stronger platform for communicating its expertise and expanding its offer.

Aeron continued to support Agrivita following the launch. In 2017, this included strategic and creative direction for the introduction of Agrivita Marabe, a joint venture with Anderson Hay, demonstrating the ability of the original brand platform to accommodate new partnerships and opportunities as the business evolved.