A rebrand of Land O’Lakes Inc., which is the parent company to what you know of their dairy business, but also brands within soil, seed, and feed. These four pieces come together as one brand, and while previous iterations of the corporate brand attempted to pull apart the dairy and Inc. business, we saw an opportunity to capitalize on equities by keeping similarities, while looking for opportunities to make distinctions.

Small refinements were made to the typography, and a new mark drove home concepts a new “Rooted in Tomorrow” tagline. The mark both showed the convergence of four parts working together as one, in an upward trajectory, as well as it acts as a stable and grounded object using those four pillars to grow roots.

To launch the brand, we also worked to create a brand film that told their story, and positioning. It was a point of pride within the launch, and helped to unite the company as their redefined self.