AB Agri Brand Creation

AB Agri, formerly known as ABNA, is the agricultural group of Associated British Foods plc, an international business based in the UK delivering products, technology and services to the agricultural food industry.

“At a time when the farming industry faces challenges but also opportunities, AB Agri need a strong image that represents its scale and status. The AB Agri rainbow we created is a positive, optimistic brand mark, with each colour symbolising one of the six divisions of the business. It’s a great platform to help expand the company’s footprint worldwide.”

Jill Peel, Creative Director, 10 Associates

Associated British Foods plc is a FTSE 100 company involved in food production and retailing with household brands such as Kingsmill bread, Silver Spoon sugar and clothing giant Primark.

“We decided to use 10 for this project because of their growing reputation for excellent creativity and vision for branding. It is vital for AB Agri that our positioning and image is strong and clear. The new logo is just that – bold and easily recognisable, while the new name is short and memorable, but with clear links to its origins.”

Sarah Hemming, Marketing Director, AB Agri