COFCO International — Brand development and activation for a leading global agri-business
COFCO International is the overseas agriculture business platform for COFCO Corporation, China's largest food and agriculture company. With 11,000+ people in 35 countries, it has rapidly become a world-class integrated global agri-business with a clear vision, strong values and a positive culture. Headquartered in Geneva, Switzerland, with revenues of $33bn, COFCO International's ambitions are focused on becoming the leader in the global grains, oilseeds and sugar supply chains to meet the world’s increasing and changing needs.
We were appointed to implement a full brand refresh, development and activation progamme. Whilst a group logo existed, we were tasked to build out the full visual identity and bring the brand to life across multiple touchpoints. Managing projects and applications concurrently, we designed, developed and implemented all wayfinding and visual messaging across their new Geneva HQ, in addition to the content creation, design and production of an extensive range of both print and digital communications including the new COFCO International website.
As part of the brand development, we established a brand photography framework and guidelines which we applied across a global shoot for both stills photography and film. We also developed an icon and illustration style for use across both corporate and employer brand applications, including animation and film.
Post brand launch, we designed an extensive set of brand guidelines with extended best-practice applications alongside ongoing content creation and the design and production of corporate literature, the sustainability report and internal communications with multi-language variants.
