Client: RAGT

Brand Launch
Cultivating Life

Cultivating a new brand promise

RAGT Australia is an Australian seed wholesaler, screening and supplying premium cultivars across Australia. The business is 100% focused on assisting growers and producers increase productivity and profitability.

Prior to January 1st 2023 RAGT Australia was known as Seed Force. The name change was to reflect the business ownership as Seedforce had joined forces with one of Europes most reputable and respected seed businesses – RAGT.

The Challenge

The transition from Seed Force Australia to RAGT was one that need to be approached thoughtfully and tactically. As Australians have a strong affinity for Australian owned companies the brand launch needs to communicate to their customers that RAGT Australia was still going to supply the same quality products and services that they always have, whilst still reflecting true Australianism at the core of it’s communications.

The Solution

We needed to develop a journey unique to every other seed cultivar in competition, something that would stand out in the crowd yet still communicate iconic Australian values that our existing clientele held true.

Instead of focussing targeted messages towards growers and producers as we had done in the past. We determined that many growers, producers, resellers, secondary and tertiary producers, and consumers are benefitting from what RAGT seed varieties and local experts are proudly cultivating. Hence great produce supports great moments in life. Mastering a simple four-part equation is what it took to deliver a solution that formed the basis for the Cultivating Life campaign. Time + People + Place + Produce = Cultivating Life.

This entailed a contemporary visual brand identity, a strategic platform encompassing all product and brand collateral, a reseller rewards programme and much more.

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