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Farmers. Farming. The world.

Today, brands must work harder for the many – not just the selective few. This is also true in the complex and vital world of farming, especially at a time when food security is of the upmost importance to us all.

Attempting to change a critical industry means important issues must be addressed head on. How can a brand help farmers to grow more while protecting the environment? How can farmers in emerging markets benefit from modern techniques and technologies while ensuring a reliable income for their families? How can all farmers share their knowledge and experience in a connected digital world? And ultimately how can farming restore the status it deserves, as the nurturer of society?

From early 2013 Wolff Olins worked with Makhteshim Agan Industries, a world leader in crop protection solutions, to a create a new global brand that supports farmers in meeting these challenges.

The new brand is called “Adama”, Hebrew for “earth” or “soil”. Adama strives to become the first farming brand built for the 21st century: farmer focused, delivering practical products and services for field and business, using digital technology to connect and enable growers around the globe.

Simply. Grow. Together.

Working closely with the senior leadership team, local distributors, agronomists, partner agencies and farmers from all continents we gathered valuable insights from every part of the organisation – capturing the journey and building on insights as they happened.

Through a series of field trips, workshops, roundtable discussions and interviews we developed a brand strategy that enables an entirely new value exchange between farming and the brand: developing over time from a financial transaction of products and money, to a close partnership built on trust and advocacy.

The essence of this exchange is the brand promise: Simply. Grow. Together.

Based on this promise we developed five practical principles to empower the entire organisation to live the brand and provide focus for their activities. This helped every region to have a voice, contribute and share in the successes and best practice of the whole organisation.

We brought the promise and principles to life with a responsive identity; a visual and verbal system that challenges the industry’s conventional approach to brand expression. Building on the farmers’ needs and concerns, it moved Adama from a language of complexity and distance, to one of simplicity and growth.

At its heart is a universal icon that can flex to help farmers navigate information, products and services. Both agile and practical in the digital space but robust enough to stand out in the field and on packaging, it has even inspire a set practical tools that fit in the farmer’s hand.

Adama is the first brand to introduce a consistent global colour-coding for product categories to avoid accidental confusion – a key challenge for farmers. And the first to implement a unified, easy-to-read labelling system, with new cans to help prevent counterfeiting and promote safer usage.

The radically new brand architecture completely disrupts the industry standards to deliver simplicity: from a product-centric approach with hundreds of disconnected brands, to two farmer-centric ranges (“Essentials” and “Advanced”) that help people find the right product.

The digital strategy is the most important tool to help Adama and farmers grow together. Adama will develop new services that help farmers to grow smarter in the field and use the power of the many to exchange experiences. As farmers have always done, but now on a global scale: Simply. Grow. Together.