The Story of Smart, Natural Solutions for Pest Management and Plant Health
IMPROVING CROP PRODUCTIVITY AND SUSTAINABILITY WITH BIO-BASED PESTICIDES
Assignment
As experts at discovering, developing, and commercializing naturally derived technologies, Marrone Bio Innovations has created an industry-leading platform of nature-based pest management and plant health products. Their goal is to control pests, improve plant health, and increase crop yields while reducing the environmental pesticide load, decreasing chemical residues on food, and fighting the development of pest resistance.
Our assignment was to help reshape the company brand to tell the story that biopesticides are earth-friendly AND effective. To this end we developed a new company slogan, refreshed company branding with new websites, marketing collateral and new trade show exhibits. We also created the identity for a brand new bionematicide.
The Challenge: How to Revitalize a Weakened Brand
Our Solution: Use the influence of authenticity, humilty and validators to help create the missing essential attributes of credibility, confidence and legitimacy for our key stakeholders
Deliverables Summary
We successfully executed a brand transformation and new product launch including a new logo, company tagline/product seal, marketing collateral as well as a new website launch.
Deliverables Details
New Company Slogan & Badge
Marrone Bio Innovations requested a new tagline that communicated their brand promise of providing effective, safe and natural products for plant health and protection to their key stakeholder groups. Together, we developed "smart. natural. solutions" and used this both as a company tagline and as a badge on product packaging as a seal.
Company Videos
The Marrone Bio Innovations story needed to be told in a way that was fresh, engaging and disarming to their target audience, those who manage crops and those who distribute products to them. The solution was to tell the story in animation that both spoke to the need for safe, sustainable solutions to crop protection and Marrone's proven arsenal of bio-based insecticides and fungicides. No boring talking heads results in better trade show stopping power and enhanced website engagement.
New Product Identity
The name and logo for Marrone Bio Innovations' new bio-based nematicide needed to be both confident and regal to convey confidence in the efficacy of the product while fitting within the family of current products which included Regalia®, Grandevo® and Venerate®. The name Majestene® was selected and the logo designed to convey both a growing, healthy plant and a royal crown.
Collateral
New marketing collateral including advertisements, flyers, brochures and trade show exhibits were designed with hand drawn illustrations and a "craft" feel to convey the bio-based nature of the products while modern type and a 2-D style was used to convey confidence.
Packaging
New packaging was designed for Majestene, as well as other products, to carry through the new branding.
Exhibits
Large and small exhibits were designed and produced to improve the professional presence of Marrone Bioinnovations at large and small tradeshows.
