Micron’s branding and packaging needed a refresh as it didn’t reflect the evolving industry or relate to their customers.
Historically Micron’s brand had been heavily associated with science and included many such elements as part of the brand mark.
Micron Bio-systems are a company that specialise in the production and development of species-based agricultural solutions designed to improve animal health, performance and productivity.
Over time, as Micron launched products and sub brands, the original brand mark had become diluted and confusing. There was no house style which consequently lead to new creative styles being produced alongside different typefaces and colour palettes. The sub brands were a prime example of this, whereby the brand mark had been adapted inconsistently for different products, resulting in a brand which lacked structure and order.
Working from the top down
Whilst the products that Micron Bio-Systems were producing were high-quality, their branding and product packaging were hampering sales performance, primarily due to mixed messaging and a poor customer experience. Our task was to tackle this inconsistency, and bring order and uniformaty to solidyify the brand into a more compelling proposition.
Quantock were tasked to firstly evaluate the main Micron Bio-Systems corporate branding and without losing brand recognition, revitalise it. The new branding needed to be easily recognisable as Micron, but better appeal to the farming industry.
A NEW IDENTITY
The new identity that we developed is still clearly Micron, but has new a new modern edge which is far more in keeping with competing agricultural brands that farmers are familiar with. We brought a new typeface into the brand mrk for 'Bio-Systems, which was then used later in the development of the sub brands, further enhancing consistency and uniformity across the brand experience.
CATEGORISATION IS KEY
Clear product differentiation and range segregation were at the top of the agenda when dezigning a colour coding system for Micron. Each animal category needed to be clearly defined along with four product categories: Feed & Forage Preservation; Mycotoxin Remediation; Nutraceuticals & Gut Health and Environmental Support. These needed to be eye-catching but also fit alongside the five core system colours that are used across all products.
SUB-BRAND STYLING
Once the sub-brand styling had been approved, we were then able to redesign all packaging for the full range of Micron products. The new branding sits across the white space area at the top of the pack, whilst the main product colour is flooded across the lower portion, clearly identifying which category the product is in, enabling a much more simplified user experience.