Modern Agriculture Brand

Client:
Forum Moderne Landwirtschaft

Agency:
Kleinundpläcking

Creative direction:
Jonas Meyer

Photography & post-production:
Steven Lüdtke

After Kleinundpläcking (a Berlin-based brand consultancy) had developed the Modern Agriculture brand (German: “Moderne Landwirtschaft”) for their client Forum Moderne Landwirtschaft e.V., we were asked to create the brand’s visual language based on a sharp and differentiating brand promise: “the knowledge of us all“ (“Unser aller Wissen“).

In the first step we produced a series of key visual photos to interpret the brand’s core values. Our goal was not just to photograph the motives of agriculture, but also to take some pictures in the heart of a big city—to explain that modern agriculture is an essential part of people’s day-to-day life, no matter where they’re living.

Modern Agriculture Brand

Client:
Forum Moderne Landwirtschaft

Agency:
Kleinundpläcking

Creative direction:
Jonas Meyer

Photography & post-production:
Steven Lüdtke

After Kleinundpläcking (a Berlin-based brand consultancy) had developed the Modern Agriculture brand (German: “Moderne Landwirtschaft”) for their client Forum Moderne Landwirtschaft e.V., we were asked to create the brand’s visual language based on a sharp and differentiating brand promise: “the knowledge of us all“ (“Unser aller Wissen“).

In the first step we produced a series of key visual photos to interpret the brand’s core values. Our goal was not just to photograph the motives of agriculture, but also to take some pictures in the heart of a big city—to explain that modern agriculture is an essential part of people’s day-to-day life, no matter where they’re living.

In the second step we created additional corporate design components such as logo, color scheme, or typography, and produced an image film—directed by our dear Frederik Bösing—to explain the brand purpose.

Originally, it was only planned to use the video for internal purposes. But then FML’s people decided to show it to the entire world—in the context of the official launch of the new brand.

In the second step we created additional corporate design components such as logo, color scheme, or typography, and produced an image film—directed by our dear Frederik Bösing—to explain the brand purpose.

Originally, it was only planned to use the video for internal purposes. But then FML’s people decided to show it to the entire world—in the context of the official launch of the new brand.

Over the last years, we’ve been ongoingly producing dozens of photo editorials and short videos telling the enormous variety of stories and personalities that define the agricultural sector in Germany.

Over the last years, we’ve been ongoingly producing dozens of photo editorials and short videos telling the enormous variety of stories and personalities that define the agricultural sector in Germany.

Visiting Horsch company, a manufacturer of blood-red agricultural machinery:

Visiting Horsch company, a manufacturer of blood-red agricultural machinery:

Exploring one of Germany’s most modern supermarkets—guided by its founder himself:

Exploring one of Germany’s most modern supermarkets—guided by its founder himself:

Meeting a plant and seeding expert at KWS SAAT AG:

Meeting a plant and seeding expert at KWS SAAT AG: