Brand Creation and Packaging Design for Agrivita

Context

The origins of Agrivita date back to the development of Grand Mills' animal feed activities in the UAE, which began in 1981 and subsequently became part of Agthia Group.

Over time, the feed business developed a strong reputation for providing high-quality, innovative and value-driven animal nutrition products.

As Agthia evolved its portfolio, an opportunity emerged to separate the flour and animal feed businesses, enabling each to develop a sharper specialist focus and a clearer proposition for its respective customers.

Challenge

The challenge was to transform an established business activity into a distinctive standalone brand without losing the expertise, reputation and customer relationships developed over many years.

The new brand needed to communicate Agrivita's specialist capabilities while moving the conversation beyond animal feed as a commodity.

It also required a clearer product portfolio and pricing structure, together with a flexible identity and packaging system capable of working across an extensive range of products, marketing communications, sales channels and brand environments.

Solution

Working closely with Agthia, Aeron developed the strategy for transforming Grand Mills Feed into a new specialist business, beginning with the creation of the Agrivita name and a clear brand proposition centred on moving “Beyond Feed.”

The proposition positioned Agrivita around a broader commitment to customer service, specialist expertise, innovation and an evolving portfolio of high-performance animal nutrition products.

Aeron rationalised the product portfolio and clarified price positioning before translating the strategy into a comprehensive visual identity and packaging system. The brand was then extended across corporate identity, products and packaging, brand environments, marketing and sales communications and launch materials.

This created a coherent brand system capable of working from individual product packs through to customer communications and physical environments.

Result

Agrivita launched as a standalone brand in February 2014 at an event attended by approximately 500 industry professionals and customers.

The engagement gave the business a new name, distinctive identity, clearer proposition and rationalised product portfolio, supported by a scalable packaging and communications system.

Aeron's relationship with Agrivita continued beyond the initial launch. In 2017, we provided strategic and creative direction for the introduction of Agrivita Marabe, a joint venture with Anderson Hay, demonstrating how the original brand platform could support subsequent partnerships, products and business development.