Agriculture solutions providers UPL unveils new brand expression

The firm has engaged London-based creative agency venturethree to create and launch the new brand

e4m by exchange4media Staff
Updated: Jun 6, 2019 4:14 PM

UPL, one of the world’s leading agriculture solutions providers, has unveiled its new brand expression. The new brand brings its OpenAg purpose to life, activating its ambition to sustainably transform agriculture across the planet. 

The US$5 billion global company, with a presence in 130 countries, has engaged London-based creative agency ‘venturethree’ to create and launch the new brand. The new identity draws inspiration from UPL’s objective to have the world’s first open agriculture network. 

“Our new purpose OpenAg is all about new initiatives and fresh energy, which is why UPL needs a new brand. The living identity reflects the co-creative potential with our partners in growth,” said Jai Shroff, UPL Global CEO. 

“The sustainability of our food system relies on agriculture to operate without limits or borders, which is what OpenAg will do. The brand is therefore a living entity, symbolising our business’ commitment to creating open agriculture for connected, sustainable growth. We are very excited to unveil our new identity and vision the world.”

The new brand unites UPL’s global employees, embedding the belief that ‘nothing is impossible’. The work also strengthens the cross-border collaboration between UPL’s vast network of partners, distributors, farmers, suppliers and retailers. 

Rico Christensen, UPL’s Chief Marketing Officer, said, “The new brand brings UPL’s vision of borderless existence and limitless optimism for the food chain to life, through a fresh, creative expression.”

“Each version of the UPL symbol is born, lives and is finally replaced in a continuous cycle. It represents the moving nature of modern agriculture, the story of UPL’s evolving food network as well as the coming together of different elements to form one perfect yet changing moment in time,” he added. 

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