BayWa Global Produce
Task
To design a sleek and sustainable brand identity for one of the leading tropical fruits companies in the world.
‘Enriching lives, sustainably’, is the vision of BayWa Global Produce. Specializing 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.
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.
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.
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 society besides 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.
