• Brand Identity Design
    Packaging Design
    Graphic Design

Development of an agriculture brand and product range


Allied Merchants Buying Association


Allied Merchants Buying Association launched their Agri Category in 2020 and from this the opportunity arose to develop a brand of milk replacer. Over the last number of years there has been massive growth in the market for milk replacers and the entrance of new players into the market. There are two main aspects to the decision on what type of milk replacer a farmer may purchase – price and specification.

The Brief

To name and design an agriculture brand that will be positioned as a high-quality product where science and nutrition are aligned with a sustainable strategy for future generations. This branding then needed to translate across four key packaging designs.


The Approach

With a large number of similar products on the market we first undertook a competitor analysis to establish the best name and styling for this product. Taking inspiration from the ancient art of tillage farming, we designed a strong and masculine brand. Trust is established through the H and R letter connection, and we purposely decided to be bold in our font choice. The logo communicates strength and knowledge. The abstract icon softens the brand and can be interpreted as a furrowed field or a subtle hint to the H in the Harvus name.


The icon lends itself perfectly to a wide range of materials both online and offline where elements of the pattern can be used. For the milk replacer packaging, we separated the lines to create dynamic layouts to house imagery of the animals. With four key products in the range, our broad and bold colour palette, allowed us to differentiate the key specifications from each.


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