Fresh produce supply done right
“Enriching lives, sustainably”, that is the vision of BayWa Global Produce. Specialized in the fresh produce sector, BayWa Global Produce is one of the world’s leading companies in bringing fruits and vegetables from the field to the plate. Part of BayWa Group, they became a wholly owned subsidiary in 2021 and bundle all the fresh produce activities. They contacted us to create their own new brand identity.
The challenge
To come up with a brand identity that reflected the strong roots of the mother company BayWa, while communicating BayWa Global Produce’s new vision and their focus on quality and sustainability.
The solution
We worked on an identity that was both strong and organic, inspired by BayWa’s characteristic shape: the square. We used it as a canvas to represent the three elements of BayWa Global Produce: water, air and soil. The organic shapes are also understood as a reference to nature and culture – its abundant diversity and beauty, things that we can find anywhere in the world.
The result is a brand imbued with the mother company’s values: solid roots and reliability while at the same time adding that new produce dimension in a fresh and memorable way, giving home to all the people and brands related to BayWa Global Produce.
Real sustainability
With a big focus on sustainability, the brand assets needed to be designed accordingly. Many times, using green and purely organic shapes is just a mere facade, adding nothing beneficial for the environment or the society besides the eco-friendly aesthetics. Here we did things completely different. The rule is simple: the less consumption, the better.
This applies everywhere. Therefore, for printing materials we reduced the need for ink to the bare minimum, with plane white designs (the natural color of the paper) and pure black ink.
On the other hand, online communications make the most out of turned-off pixels, with less energy consumed by the screen. This is why we decided to turn black everything but the essential elements.
Patterns also play an important role in terms of eco-consciousness. Why printing in solid colors when you can use 90% less ink with a custom pattern?
Digital sustainability
Sustainability also applies to presentations. A white version for printing and a dark one for screens (the less pixels that are on, the lower the energy required).
We also worked on the online presence of BayWa Global Produce with custom social media templates and web concept.
Brand manual
Finally, to ensure consistency across all platforms, we gathered all the brand assets and design guidelines in a compact manual. Handy, easy to use and imbued with BayWa Global Produce’s character.
