Reinventing the Food Ecosystem
through Brand Architecture: Innoterra
CONSUMER RESEARCH
BRAND STRATEGY: POSITIONING & ARCHITECTURE
IDENTITY & PACKAGING DESIGN
COMMUNICATION DESIGN & GUIDELINES
Pioneering Ventures identified an opportunity that lay in the large disparity between agriculture production ability and the market demand in the Indian market. For the last decade, the Swiss company has incubated companies that share the same vision to transform the entire supply chain from farm to fork and formed an umbrella mother company called ‘Innoterra’.
The acquired companies had processes, cultures, and identities, which differed greatly from Innoterra’s promise and values. Our job was to build a strong Branded House architecture for the company and integrate the disparate identities that existed.
The Swiss holding company was called Pioneering Ventures, with a number of acquired brands across India. The various Indian brands had an equity of their own. We worked with the teams on consolidating all the disparate equities and build a new umbrella brand called Innoterra and it’s various sub-brand offerings within.
Uniting the Various Acquisitions under a Common Brand Identity
We crafted a brand strategy for all business brands aligned with the business values, portrayed visually in a way that resonates with the brand's vision, and built a robust brand architecture system for the company to expand its acquisitions and developments in future years.