Client

AGTHIA

Sector

Food & Beverage, Healthcare & Sciences

Skills & services category

Brand Research & Analysis, Brand Strategy, Brand Narrative & Verbal Identity, Brand Journey & Brand Interaction, Brand Corporate Design, Brand Digital Design & Management, Brand Packaging Design, Brand Communication & Content, Brand Environment and Brand Implementation, Brand Launch, Brand Engagement: Customers & Consumers

Beyond Flour Grand Mills Brand Refresh

Grand Mills

Beyond Flour. A new chapter for the regions leading flour business

Context

Agthia is a leading Abu Dhabi based food & beverage company.  And proud to be known for providing high quality, trusted, and
 essential food and beverage products to customers and consumers alike across the UAE, GCC, Turkey and the wider Middle East.

Set up in 1978, Grand Mills was formed to help the UAE nation achieve food security.  Initially flour and silo based, animal feeds followed in 1981 to become Grand Mills Flour and Feed. Both activities were incorporated into Agthia when it was established in 2004.

Ambition

Agthia is justly proud of the Grand Mills name, and the reputation the business has grown, both for high quality healthy flours, foods and innovative, high quality, value for money animal feeds.

The ambition was to move away from a shared vision, to a company with a sharper, specialised focus on the industry issues and demands that matter to its customers most.

Action

The Grand Mills Feed business was re-invented and revitalised as Agrivita in 2014 and thus came the opportunity to reinvigorate the Grand Mills brand.

The vision and brand proposition is to move ‘beyond flour’ to provide a committed and commercial service, offer wide ranging innovation, delivered through a team of experts and an evolving high performing and extensive product range.

Results

Our team helped Agthia develop a new name, simply Grand Mills, a clear proposition, a rationalized product portfolio with clear price positioning, and a compelling visual identity system including a new corporate identity, enhanced product and packaging, brand environments and tools and applications to bring the brands to life across marketing and sales channels.

The brand launched in February 2014 with a launch to 500 industry professionals and customers to very positive reviews.

We have continue to serve and support Grand Mills in their brand driven growth.

 

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