Rebranding a leader in dairy nutrition
Volac, a market leader in dairy agricultural feedstocks, needed a brand that would support its push to add the potentially lucrative sports and lifestyle market to its client roster. A traditional, conservative brand deeply rooted in the farming community needed a new face appropriate to a contemporary and dynamic sector.
New Volac logo
Testing
Brand guidelines
Brand book, introducing new positioning, promise and values to employees
New website, communicating as one brand for the first time
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The solution
Extensive employee and customer research and analysis led to development of a clear vision, brand values of trust, performance, ambition and collaboration, and a core brand promise: ‘We care’. A customer focused brand architecture based on product type aligned all parts of the business and subsidiaries behind the new brand, and will facilitate easy and seamless integration of any future acquisitions.
The result
A completely new look & feel and identity system including a new logo and visual language and graphic solutions to all communications; new colours, typography, image style and tone of voice; templates enabling consistent and cost effective future management; and a new website, www.volac.com: all came together to unite the company behind its new reality and begin taking it to the new marketplace. In 2009 Volac's turnover rose by 26% and profit by 113% to get it listed in Business XL magazine’s top 50 growth companies list. It also recently bought-out its distributor for central and eastern Europe – Agrobest – giving it greater access to the fast growing markets of that region.
