A sustainable future food cultureMore Info Hide Info
We were commissioned by Leaps by Bayer and the investment company Temasek from Singapore to develop the complete branding (name, CI, messaging, webpage) for a new company in the vertical farming sector. It was our task to formulate a process in which the stakeholders of Temasek and Leaps by Bayer are involved in the development without stealing too much time from them.
As always, our starting point is our elaborated questionnaire where we prepare the central features of the vertical farming segment, create worlds of associations and use our classical “thesis-”, “antithesis- ”, ”synthesis-” approach to determine the desired direction of the communication content and the connotation of messaging. With this questionnaire (or call it "interview booklet"), we then conduct in-depth stakeholder and expert interviews recruited from our global thinkers network to generate insights for the name-, brand- and CI development.
Our first ideas that we derive from the insights, were then evaluated in a joint workshop in Singapore with all stakeholders and jointly developed.
This company has been founded to find new solutions for our society and to make a major contribution to developing the most efficient methodologies (approaches) for sustainable eating habits and experiences. We came up with the name "Unfold" and underlying subline: Unfolding a sustainable future food culture.
The company unfolds an essential new segment (i.e. vertical farming) and its core technologies unfolds the maximum potential of nature.
The logo that we have developed signals „growing“, „expanding“ & „amplifying“. It is disruptive writing but still a compact mark. The outlines form a „V“ – hidden `hommage` to the Vertical Farming Segment.
The response after the launch was overwhelming - after 2 hours ago there were already 205 articles with a potential reach of 468.40 Million, none of it negative. The branding and site and naming approach all turned out incredibly.
A world-class impact investor in the food segment
A milk institute young leader & vertical farming investor
A former chef and urban farmer
A sustainable expert & MIT fellow of MIT media lab
A founder& CEO of the first underground farm
2019 - 2020