ASHA creates Agrii branding, with hidden plus sign

Arthur Steen Horne Adamson has created the branding for new agricultural business Agrii, which has been formed from the merger of Masstock and UAP.


The consultancy, which also came up with the name Agrii, says the identity features ‘a hidden plus sign between the “iis”, underlining the positive relationship between the Agrii’s customers and its employees’.

ASHA also created the positioning ‘agri intelligence offered by new agri culture’ for the Gloucestershire-based company, which offers services in agronomy, the science of crop production and soil management.


ASHA was appointed to the work in October last year and was briefed to create a brand that was straightforward, suited all parts of the business and reflected the relationship between Agrii’s economists and customers.

ASHA partner Marksteen Adamson says, ‘The new logo reflects company values such as innovation, integrity and intelligence.’


The consultancy also developed the brand photography and launch campaign.

The new identity is rolling out this month across touchpoints including vehicle livery, signage, print collateral and a new website.


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