The RAGT brand had been over taken by its individual product names, names such as Skyfall and Planet. Our job was to re-connect the RAGT brand to the product names so consumers understood that these amazing individual products we all part of one amazing brand.
The Background
A French owned company, RAGT develop a range of seed varieties including wheat, barley and oats to oil seed rape, maize and grasses. A highly competitive industry where RAGT and a host of fellow seed developers jostle to produce high yielding varieties for sale to seed merchants and farmers. Once a seed variety has become famous for producing a consistent high yield, it almost reached superstar status. RAGT have at least 5-6 of these superstar varieties with more in the pipe line. The problem is merchants and farmers now the variety names, such as Skyfall, Planet or Windozz, but aren't linking the fact they are all produced by RAGT.
The Solution
Time for some striking imagery that sums up the three facets of good yielding seed. Cutting-edge development, Consistent growing volumes and great end usage - ie, milling, malting, rape oil etc. Supported buy a consistent copyline of 'At the root of the best...'. Confidence, which is key to the industry is then promoted by the strapline 'Grow to expect the best'.
