IPIRANGA SEEDS, A SOYBEAN MULTIPLIER BORN IN THE HEARTLAND OF BRAZIL, is a family-owned large company that offers a product of recognized quality and boasts in the special care with each customer. Apart from those advantages, 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 its location, production process and superior quality of its products and services were attributes that directed the brand to a premium positioning that hadn’t yet been explored in the sector. 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 the largest supplier of genetics in Latin America, 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 among the most recognized competitors, being considered today one of the Top 5 in quality in Mato Grosso, the main soy-producing state in Brazil. 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 (Platinum). And at last, it was awarded the iF Design Award, one of the most important design prizes in the world.