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Branding the future of sustainable pest control: GreenLight's Calantha
Greenlight Biosciences
Deliverables & Bespoke solutions
- Brand identity development
- Logo design
- Photography references
- Custom illustrations
- Strategic brand positioning
The Brief
GreenLight Biosciences, an RNA biotech company, was launching its first commercial brand, Calantha. This sustainable pesticide is designed to combat the Colorado potato beetle, a pest responsible for destroying approximately $500 million worth of crops worldwide annually. Despite the environmental and health benefits of RNA based pesticides, there is a prevalent stigma: many farmers believe sustainable means less effective. Since potato farmers’ livelihoods hinge on each year's harvest, they cannot afford to use products that might not optimise their yield.
Our challenge was to visualise Calantha's sustainability and effectiveness convincingly to help farmers appreciate its value and the potential benefits for their future crops.
Building a pesticide brand that can overcome long-held stigmas about sustainable products
The solution
Our team conducted extensive research on every potato brand, event, and publication. This comprehensive research informed our design team's development of three robust visual directions for the brand.
The chosen branding strategy places the natural world at the forefront, combining delicate agricultural photography with illustrations that reflect GreenLight's innovative approach to utilising nature's power for scientific advancements. The logo, inspired by a potato flower, along with these visual assets, symbolises healthy and abundant yields.
the process
- Market research
- Brand strategy development
- Creative conceptualisation
- Visual direction
- Logo design
- Brand identity and guidelines
the Results
Calantha got approved in the United States and successfully launched in 2023. The branding effectively communicates the product's sustainable yet potent capabilities, aiming to shift farmer perceptions and encourage adoption of this innovative solution.
Greenlight Biosciences
