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Cargill’s shrimp feed products were praised for their quality, but the division of products by function and price created confusion and brand recognition. Seeing an opportunity to improve, Cargill decided to unify all products under one brand: Aquaxcel.
Cargill partnered with Wisdom Agency to restructure the brand and build a strong brand platform. This created a clear, cohesive message that strengthened customer connection across all products.
We created a clear brand architecture to clarify the relationship between Cargill and Aquaxcel, ensuring both brands are connected yet independent. Additionally, we advised on a brand platform to emphasize Aquaxcel’s strengths, driving a strategy that fosters strong recognition and leaves a lasting impact.
Brand Strategy Consulting: Brand Architecture and Brand Anatomy
Successfully implemented the Endorser Brand model to define the relationship between Cargill and Aquaxcel, providing detailed guidance on its use.
During the following communication campaign, Wisdom applied these guidelines in practice, demonstrating the effectiveness of both the strategy and execution.
