Background

As a leading and award winning exporter of agricultural products across Argentina and throughout South America, Los Grobo was referred to us with the mission of producing and managing their visual identity including brand creation, advertisement campaigning, web design and promotional material (brochures, annual reports, stationery, business cards and letter heads). The Group’s brand was to be designed with the purpose of achieving a clear distinction of the company in the agribusiness market and to reflect, from its presence, the current state of the company.

Thus, the visual identity was required to express, by means of clear graphic referents, the particularity, flexibility, power and approach of the company. The new brand would simultaneously be an assurance of the quality of the products and services offered by the company.

Working Metodology

In designing the brand for Los Grobo, following extensive and personal research, the system of visual identity was based on three variables: first of all, the yellow/orange color typical of cereals and oleaginous products which is the central atmospheric color of the company’s current activity. Second, we included the name “Los Grobo”, which portrays visually the solidity and stability of the name with a modern and dynamic cut. Last, we included the most important element of the system: a symbol that reflects in an abstract way the company spirit.

The expected interpretation of this symbol, on the part of the spectator, was to be revealed through activities related to the agribusiness. Thus, associations with the sun, sunflowers, the blade of a plow, equipment or the point of meeting, arose spontaneously, which allowed us to obtain a visually attractive point of relation and integration.

Furthermore, the indigenous style of the symbol was inspired by Tehuelches paintings in the region of La Pampa, the company’s region of origin. This aspect sought to portray the sense of roots, anchorage and commitment of the family who owns the company to the region.

Results

Ultimately, a graphically impressive symbol managed to identify the company with simplicity and visual attraction. The brand was applied to numerous promotional material including on the side of all company silos in the country, giving a sense of the totality, territoriality, amplitude of subjects and magnitude of “Los Grobo” (see picture). The brand was also applied to the company website in both static and Flash form in order to give it vitality and accessibility and today still stands as the center piece of all Los Grobo visual communication including advertising, official documentation and promotional material.

As a consequence, Los Grobo greatly improved its visual presence both locally and globally and has achieved outstanding and consistent growth in a market where image differentiation is a key factor. What’s more, its 2008 annual report, designed by Guerrini Island, won the Readership Group Award, from the Global Reporting Initiative in The Netherlands as well as being awarded special recognition by the United Nation’s Global Compact Office.