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Creating a global certified trademark for lower-methane food products

The Opportunity: It’s not everyday we get to pitch against three of the world’s biggest agencies for the chance to help address global warming and design a visual solution to support Australian IP on the world stage. FutureFeed was born out of CSIRO (the Australian federal research agency) and had secured significant funding to create a visual brand identity and a separate certification for products that use Asparagopsis seaweed as a methane lowering feed supplement for ruminant livestock.

The Strategy: The business was less than 6 months old when we started working with the Board and Executive to determine the name, scope the research task and define the brand via remote online workshops with key stakeholders. We identified twenty industry interview subjects based in the US, UK, Europe and Australia and set up an integrated tool suite to capture, analyse and report on our findings. We also engaged YouGov for the quant element of the research across 4 countries.

The Solution: As part of our brand strategy, the FutureFeed name, visual identity and tagline was developed, refined and validated by key stakeholders in the value chain. The certification trademark claim and visual icon was similarly created, adapted and finally selected from a short list of four options by over 6,000 consumers in the UK, US, Australia, Spain, and Indonesia with research we managed on the client’s behalf. The winning design was submitted to the ACCC in late 2021 for formal adoption and available for use on packaging in 160 countries in the near future.

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