Aboitiz Foods
Agriculture & Commodities Branding: Together we nourish the future
Pilmico Foods is the integrated food and agribusiness subsidiary of Aboitiz Equity Ventures. Its operations cover farms, feeds, flour and trading. Pilmico has grown in Asia primarily through a strategy of acquisition. Pilmico Foods took an 85% in Vinh Hoan Feeds (Vietnamese aqua feed firm) and 70% of the Eurofeed (Vietnam-based animal feeds company). Subsequently, Pilmico Foods acquired a 100% stake in Singapore-based major producer of animal feeds, which operates 20 livestock and aqua feed mills across 11 countries in Asia.
With its geographic and capability growth, Aboitiz Equity Ventures saw the opportunity to create a divisional brand for their Agri-businesses. The food group branding objective is to better manage, integrate and align all the companies, brands and products by creating a ‘Food Group’ mother brand. As Tangible’s founder is the son of a farmer, we embraced the exciting opportunity to get involved with this branding project. Our scope involved an audit of the existing brands, market insights and a clear brand strategy. This strategy included defining the name, purpose and Values together with a clear brand architecture and communications system.
Marketing & Communications
‘AboitizFoods’ was selected as the name for the Divisional Brand. The logo and visual system reflected the preferred personality (thoughtful, measured, considered) which was illustrated with an infinity symbol woven in the wordmark. The considered personality shaped everything from the ‘grains of wheat’ visual system to the tone of voice and communication templates. The Purpose doubled as the Tagline: ‘Together We Nourish the Future’. Tangible then delivered a turnkey solution for the website, from design to build before providing guidelines for the group.
People & Culture
The AboitizFoods ‘Values’ focused on ‘Integration’, ‘Expertise’ and ‘Foresight’, these are foundational in setting the internal culture. They championed sharing across each division, sector expertise within each division and a culture that leverages insights to shape the future.
Products & Services
Tangible modeled different Brand Architecture scenarios. These included simple upstream and downstream models to more segmented lines of business. Each model takes into consideration future opportunities for growth all the way through to hierarchy of packaging information. The final model allowed for the growth of the downstream Pet Food and Farms businesses. Tangible made recommendations for product range classification, products brand rationalisation (based on recognition) and the hierarchy of information on the packaging.
Spaces & Places
We implemented signage solutions for various areas, such as high and low-level facades, receptions, and totems, ensuring seamless integration and enhanced navigation throughout the spaces.
