With hundreds of agriculture tech startups around the world vying for supremacy, KNOW Creative redefined the Bustanica brand by developing an exciting rebrand strategy that elevates its market position and resonates deeply with consumers worldwide.
A flick through the old brand visual language
Originally centered around the narrative of ‘Make Everyday Brighter,’ which emphasized sustainable production and healthy options, Bustanica’s identity needed a bold evolution to stand out in an increasingly competitive field.
Visual differentiation from competitors was almost non-existent, and with Bustanica's unique selling proposition being ‘Ready to Eat,’ this vibrancy and urgency needed to be conveyed through bold art direction, packaging, and beyond.
Through our strategic development, we repositioned Bustanica’s brand to ‘Rethinking Fresh,’ encapsulating a bolder, better, and fresher ethos.
This strategic pivot not only sharpens Bustanica’s focus but also strengthens the connection to the vital science and issues underpinning vertical farming.
With strong existing B2B sales, we recognised that the real opportunity lay in making big waves across the consumer landscape in the fight for supermarket supremacy.
Our rebrand effort ensures that Bustanica is not just another player in the field but a leading force, showcasing the innovation and sustainability that the future of agriculture demands.
The significance of Bustanica's roots being homegrown in the UAE, coupled with global food security becoming an increasingly pressing topic for end consumers and national policy, guided our creative strategy.
We reoriented the way people view plants from an overhead perspective, supporting the underlying narrative of scientifically grown produce. Ultimately, the look and feel needed to balance both organic and scientific elements simultaneously.
We ensured these roots went even deeper by leveraging the prominence of UAE colours and incorporating the abstract letterform of the Arabic Beh into the overall look and feel.
Working with the very best, we collaborated with Nadine Chahine, an internationally acclaimed Arabic type designer. Together, we carefully crafted the Bustanica wordmark and the Beh symbol, establishing the foundation of the brand's look and feel.
Rooted in a grid structure, we developed a dynamic look and feel that had endless possibilities and combinations through scale, colour and position.
Our strong visual communication for Bustanica's packaging captures consumer attention, conveys the brand identity, and differentiates from the rest when consumers are making a purchase decisions.
Quality control in the consistent vibrancy throughout
The versatility of the graphic bouquets gave the brand a visual property that could be utilised across anything without repetition yet become synonymously recognised as Bustanica's own IP.
We produced three 30-second social media videos to coincide with Bustanica's rebranding launch.
The creative concept highlighted Bustanica's unique selling proposition of being wash-free, emphasising its readiness.
Through meticulous preproduction and planning, we successfully shot all three films in a single 14-hour day, along with additional lifestyle photography.
Ready to Eat…
x3 30sec videos for social media
Lifestyle photography.