Agris - Regular Animal

AGRIS
Art Direction, Brand Identity & Graphic Design

Rooting for Change: How REGULAR ANIMAL Cultivates a Bold New Identity for Agris REGULAR ANIMAL redefines the brand identity for Africa’s sustainable agriculture leader, Agris, with a striking new look that embodies growth, innovation, and interconnectedness.

“THE CHALLENGE”

Agris, an agricultural investment company leading the charge in sustainable farming across Africa, was facing an identity disconnect. With over 1,500 employees and a support network of 14,000 smallholder farmers, Agris had built a reputation for reviving commercial plantations and expanding successful horticulture operations. However, despite their significant impact, Agris was being pigeonholed as a fresh herb distributor, limiting the public’s understanding of their broader capabilities. Agris needed a rebrand that would reflect their comprehensive agricultural solutions, moving away from the perception of being a niche player and positioning them as a leader in sustainable agriculture.

“THE OBJECTIVE”

Our mission was clear: to help Agris tell their full story through a fresh, unified brand identity. The goal was to elevate the perception of Agris from a herb specialist to a forward-thinking agricultural powerhouse, emphasizing their year-round operations and commitment to empowering local farmers with cutting-edge agricultural solutions.

“THE APPROACH”

We started by digging into the core of what makes Agris unique. Our discovery process uncovered a common thread in the letters “GR” that run across all brands within Agris’ portfolio. This discovery planted the seed—literally—for a new graphic identity that would unify their diverse operations under one cohesive visual system.

“OUR APPROACH WAS TWO FOLD:”

1.Craft a unified visual identity that speaks to Agris’ overarching mission of sustainable growth and agricultural innovation.

2.Develop a modern, yet approachable brand image that balances professionalism with warmth, connecting the brand’s agricultural roots with its innovative solutions.

“THE SOLUTION”

A Seed of Growth and Interconnectedness The new logo design revolves around a simple but powerful symbol: a seed. This motif symbolizes growth and unity, with the sprouting seed forming a monogram of the letters “GR”—a unifying element that ties together Agris’ operations across various regions and products. This seed, much like Agris itself, represents the organic growth and interconnectedness of the company’s work in empowering farmers and producing sustainable crops.

“TYPOGRAPHY WITH PERSONALITY”

The core of Agris’ new brand identity is rooted in the use of Basier Circle, a modern sans-serif typeface that reflects Agris’ professionalism and forward-thinking approach. To add warmth and individuality, we introduced bespoke, handcrafted lettering. Each letter is as unique as the vegetables Agris produces—bringing an organic, handmade touch that connects directly to the act of farming and cooking. This blend of geometric precision and organic charm created a visual language that felt fresh, human, and true to Agris’ mission.

“A TAILORED ILLUSTRATION SYSTEM”

To further enhance Agris’ visual narrative, we designed a comprehensive illustration system that showcases the scope and interconnectedness of their operations. Paired with a carefully selected color palette, these illustrations breathe life into the brand and highlight Agris’ commitment to sustainability.

“THE RESULT

Agris’ new identity is a testament to their growth and evolution. The rebrand does more than just refresh their image—it tells the full story of who they are and what they stand for. The clean, modern typography, paired with the handcrafted details, gives Agris a distinctive look that’s both professional and approachable. The new identity positions them as not just a producer of sustainable crops, but a leader in empowering local communities and advancing agricultural innovation.

This comprehensive rebranding effort has provided Agris with a visual identity that reflects their expertise, while reinforcing their role as a visionary in sustainable agriculture.

“WANT TO ROOT FOR CHANGE IN YOUR BRAND?”

At REGULAR ANIMAL, we specialize in crafting meaningful brand identities that grow with your business. Reach out to see how we can help your brand tell its story.

AGRISArt Direction, Brand Identity & Graphic Design