20 YEARS AGO, IPIRANGA SEEDS WAS BORN IN THE HEARTLAND OF BRAZIL with the purpose of offering more than just a high quality product, but also was focused on building more exclusive relationships with their customers and partners, believing it to be the key to their success. Ipiranga Seeds, a soybean multiplier that sells to national and international markets, is a family-owned medium-sized company that offers a product of recognized quality and boasts in the special care with each customer. Apart from those advantages, such as highly skilled professionals and a prime location, visibility was still necessary. So, how does one add value to commodities? The answer was to primarily create a new positioning for the brand, specially considering that the company wanted to increase its production, upgrade their product portfolio and align their image to the quality of the product they offered.
After an intensive research process, it became clear that characteristics such as location, production process, and the quality of the products and services were attributes that directed the brand to a premium positioning that hadn’t been explored yet. Apart from the new positioning, it was necessary to take into account other aspects that are very important to their audience, such as to be close, simple and friendly. The dynamic tagline For those who want more refers to customers who search for high quality products and services that are more than ordinary. It also allows a great range of applications: For those who want more technology, For those who want more productivity, For those who want more transparency, etc. Its minimal symbol translates the brand’s activity. It sets it apart from its competitors and adds a personal and organic approach.
New branding strategies were designed and, as a result, our consulting boosted their business: the company now speaks for one of the largest suppliers of genetics in Brazil, having had an increase of 60% in revenue — with the same production capacity — and a 40% profit margin growth two years after the beginning of the project. Bigger and more competitive, the company now visibly stands out amongst the most recognized competitors. Beyond these results, the project was recognised by the biggest design award in Brazil, IDEA Brasil, being a silver medal winner in the Design Strategy category. It was recognised by the CLAP Awards, receiving the top prize in the Branding category. And at last, it was awarded the iF Design Award, known as the “Oscar” of design.