Opportunity: Pilmico Foods is the integrated food and agribusiness subsidiary of Aboitiz Equity Ventures. Its operations cover farms, feeds, flour and trading. Pilmico is a household name in the Philippines and has grown in Asia primarily through a strategy of acquisition. After the purchase of Gold Coin, a major producer of animal feeds, Aboitiz Equity Ventures saw the opportunity to create a divisional brand for their Agri-businesses, to better manage, integrate and align their activities.
Insight: Research revealed the preferred positioning and presentation of core capabilities under the divisional brand. This brand architecture framework allowed for the growth of the downstream Pet Food and Farms businesses. Research also helped define product range classification (everyday, premium, and specialist ranges), brand rationalization (based on product recall) and the hierarchy of information on pack.
Result: Aboitiz Foods has enjoyed rapid regional expansion and operational success. The company achieved a strong financial milestone recently, generating US$90.6 million in net income. This momentum has been celebrated across the industry with Aboitiz Foods wining prestigious corporate and employer awards.
‘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.
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.
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.
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.
Visit: Aboitiz Foods
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