Solution
To prepare the way for Farinart’s rebranding, a deep strategic reflection was conducted about the brand. A new positioning emerged: “Unlocking nature’s potential”. For Farinart, everything starts with the soil and the grains. Technology is available to maximize their latent potential. Cartier captured this philosophy that was unique to Farinart: marrying innovation to a constant return to the roots. From there a visual platform was born, both modern and having two feet firmly planted in the ground.
Our approach
The new Farinart identity celebrates the marriage of tradition and innovation. To do this, we played with contrasts: the geometric font for the company name above a cursive font for the corporate signature; contemporary photos mixed in with archival ones; minimalist graphic icons – created from the square dot over the “i” in “farinart” serving as a symbol for a grain – are superimposed on landscapes. Images of grains themselves were in fact, created by 3D modeling, a way of magnifying the beauty of nature while celebrating innovation.