Allied Merchants

Harvesting Success with a Distinctive Agriculture Brand

Results

Market-Driven Approach

Used competitor analysis and market insights to ensure the brand and product range align with farmer preference.

Striking
Visuals

Stand out designs to compete with products in a retail setting

About The Customer

Allied Merchants Buying Association is a group of leading Independent Building Materials, Timber, Plumbing, Hardware, Agri Trade, Fuel, Garden and Homeware Retailers working together to enhance our business through the development and deployment of coordinated negotiation of prices and terms in conjunction with our supplier partners.

Industry

Wholesale Building Materials

Company Size

Small Medium Enterprise

Services

Brand Identity

The Challenge

In 2020, Allied Merchants Buying Association launched their Agri Category, identifying a significant opportunity to develop a new brand of milk replacer. With the market for milk replacers experiencing rapid growth and an influx of new competitors, the challenge was to create a brand that not only resonated with farmers but also conveyed high quality, scientific precision, and a sustainable approach. The brand needed to stand out in a crowded marketplace, where decisions are often driven by price and product specification.

The Solution

To address these challenges, The Smart Group undertook a comprehensive approach to brand development for the new product line. We began with an in-depth competitor analysis to understand the market landscape and identify opportunities for differentiation. Drawing inspiration from the ancient art of tillage farming, we designed a brand that was both strong and masculine, emphasizing trust, strength, and knowledge through the design elements.

The brand name, Harvus, was chosen to reflect these values. The logo, featuring a bold font and a distinctive icon, was crafted to communicate both power and subtlety. The abstract icon, which can be interpreted as a furrowed field or a stylized “H,” serves as a versatile design element that enhances both the brand’s identity and its adaptability across various materials.

For the packaging design, we created four distinct layouts for the key products in the milk replacer range. By separating the lines of the icon, we developed dynamic spaces to feature imagery of the animals, ensuring that each product’s unique specifications were clearly communicated. A broad and bold color palette was selected to differentiate the products visually, making it easier for farmers to identify the specific product that best meets their needs.

We enjoy working with The Smart Group! They consistently deliver creative solutions to a high standard, and are excellent at working to deadlines. We have worked with The Smart Group over a number of years on a variety of projects from high quality publications to brand development and packaging and have come to rely on excellent service and output.

Allied Merchants

Buying Association

The Results

The Harvus brand successfully entered the competitive market with a distinctive identity that resonated with its target audience. The strong, trust-driven design of the brand, coupled with innovative and visually striking packaging, positioned Harvus as a high-quality, reliable choice for farmers.

The brand identity design for Harvus contributed to Aislinn McGrath being nominated as Europes Top 3 Young Contenders of the Year at the Transform Europe Awards.