Selected Projects

AB Agri
AB Agri
AB Agri

AB Agri

Brand Creation


10 have created a new brand for British agriculture.

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.

This new branding came into play as the UK farming industry faced challenges with issues such as Foot and Mouth disease and sustainability and pricing issues placed by the large supermarkets.

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.

10 were approached, after previous collaborations and successfully run projects, to create a powerful name and brand that would fit with its growing international position.

Jill Peel, Creative Director of 10, said:
“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.”

The rebrand has now extended to AB Agri's move to their new headquarters in Peterborough.

 

www.abagri.com

 

“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.

We’re delighted with the results and the timing fits well with some innovative sustainable farming solutions that we are developing to help our customers.”

Sarah Hemming

Marketing Director, AB Agri

 

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