CONSULAI
With its new strategy defined, CONSULAI faced a second question: how can that positioning be expressed visually? The 25th anniversary, coinciding with the rollout of the new strategy and the ambition to become an international reference in agribusiness consulting, was the opportunity to answer it, translating the new strategy into a celebratory identity that would declare audacity and innovation rather than simply mark the passage of time.
Challenge
All previous CONSULAI celebration brandings had followed the conventional visual codes of the agricultural sector. This time the brief was different. The identity had to be disruptive but elegant, irreverent but credible, bold but anchored in the brand’s genesis. It had to honour 25 years of history while, above all, declaring the future, without losing the visual codes that built CONSULAI’s recognition over a quarter-century (the apple and the brand colours).
Outcome
We delivered a complete rebranding, built not only to celebrate 25 years of CONSULAI, but also to declare the ambitious new strategy for the next 25 years.
A refreshed anniversary logo, an expanded chromatic and iconographic universe, a new claim, brand guidelines for autonomous use, and a flexible identity system with graphic assets to apply in multiple contexts.
Our role and goal
Building a flexible, co-created identity grounded in the new strategy.
→ Build on the strategic work already done, starting from deep knowledge of the new strategy so the visual exploration stayed coherent with it.
→ Run a co-created process to align on the right graphic direction together with the client.
→ Design for flexibility and autonomy, since the identity would live across dozens of physical and digital formats and needed to be used independently without losing coherence.
Brand Concept & Identity System
This year, CONSULAI grows. It grows in specialisation, building depth across the entire value chain. It grows its network of clients and partners, bringing new perspectives to the sector. It grows in its ambition to become an international reference in agribusiness, and in the collective intelligence it brings together to generate transformative solutions. This is not growth for its own sake, but growth with purpose, the kind that builds resilience and lasting social, environmental, and economic impact in an increasingly demanding sector and a world in constant transformation.
This idea of growth is built into the identity itself. The proprietary “25” was designed on top of the recognisable curves of the brand’s apple, carrying its heritage forward. The identity system introduces a plant that grows in an upward, ascending movement, mirroring the ambitious growth the new strategy sets in motion for the years ahead.
To take this further, we designed a generative digital tool that turns the identity into a flexible system. The team can adjust the plant’s leaves, forms, and colours to produce endless animated variations and export them on demand, so the brand can keep growing and reshaping itself.
