Hungry for Change

How we created a visual identity that resonated with a complex value chain.

The Opportunity

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 feed supplement for ruminant livestock.

The Strategy

We started by identifiying 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.

As part of our brand strategy, the FutureFeed name, visual identity and tagline were developed, refined and validated by key stakeholders in the value chain. The certification trademark claim and visual icon were 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.

The Solution

The winning design was submitted to the ACCC in August 2021 for formal adoption and use on packaging in 160 countries – the work was on display at the Smithsonian Museum, Washington DC as part of the 2022 ‘Futures’ exhibition.