Proagrica

Creating a product name to harvest brand potential.

What we did:
Overview

A visionary and transformative agricultural brand.

Launched by Reed Business Information, Proagrica was conceived as an umbrella brand for the Group’s agriculture division. It was devised as a leading light in the sector, driving integration, efficiency, and transformation throughout the agricultural supply chain. Proagrica aims to enhance profitability and connectivity from farm to fork.

The umbrella brand embodies the parent company’s vision for a future where agriculture’s vast potential can be unlocked through data insight and integration. It reflects a commitment to elevating the standards of the entire industry, making every step from production to distribution more efficient.

The brief

Defining a name for an agricultural innovator.

Before Reed Business Information could launch its new umbrella brand, it needed a name that would help communicate the potential of the organisation to a global audience. They approached Fabrik with the task of creating a name that would have the power to scale and evolve with the innovative company while highlighting the group’s inspiring mission.

The name needed to work seamlessly across global markets and comfortably house new propositions throughout various segments of the industry. It also needed to be versatile enough to support a variety of sub-brands. We were asked to develop naming ideas that conveyed confidence, credibility, and a progressive focus on the future.

Our input

Crafting a name to convey a clear message.

Following in-depth conversations with the key stakeholders of the business, we began a naming journey that combined strategy with creativity. Our team identified five core themes that reflected the Company’s visions and strategic goals, and created a series of monikers aligned with each.

The team at RBI settled on the title “Proagrica”. The title was chosen for its ability to convey a clear message about the Group’s focus on progress and agriculture. By balancing descriptive and evocative components, the new name encapsulated the essence of the Company, while ensuring the entity had the opportunity to scale and evolve in the future.

Our output

Sowing the seeds for global growth.

Our collaborative journey with Proagrica culminated in the creation of multiple potential names, all tuned to the core goals and vision of the umbrella brand. The chosen title stood out for its ability to encapsulate all of the components that differentiated the brand in the agricultural sector.

With its new name, Proagrica is perfectly positioned to stand as a leader and innovator in its industry, capturing the hearts and minds of countless global consumers, farmers, and producers. Our partnership ensured the organisation had the resources it need to nurture and nourish a bright future in agriculture.

What we did:

—Research
—Workshops
—Strategy
—Naming

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