SITUATION. AgroTerra is one of Russia's strongest agricultural holdings, actively investing in breeding and its own seed production. The company decided to establish its seed division as a standalone brand to compete with Syngenta, Lidea, KWS, MAS Seeds, and other global market players.

At the start, the following were missing:
– a unified brand strategy,
– a communications platform,
– clear positioning relative to global competitors,
– a visual system and brand language,
– a name, corporate identity, and packaging.

It was important to create a brand that would be understandable to farmers, relevant to the market, and stronger than those that had shaped the category standards in recent decades.

RESEARCH AND ANALYTICS. We conducted a comprehensive analysis of competitors, from visual codes to semantic platforms, to understand where the market was oversaturated and where there was room for growth. We studied megatrends in the industry, conducted in-depth interviews with agronomists and farms, identified barriers, needs, and three key groups of farmers, segmented farms into small, medium, and large. We also described the target customer profile: pragmatic, results-oriented specialists who value quality, stability, and partnership.

The key insight that formed the basis of the brand concept was: "I don't need a seed seller, but a partner who understands the reality of my farm and helps me solve problems today."

BRAND CONCEPT. Based on the collected data, we formulated the brand's values, distinctive features, and platform. The Big Idea: "Partnership for real life." This idea is a response to agronomists' key needs: trust, practicality, and assistance in the field, not in presentations.

NAMING. The idea behind the name is to reflect the connection between experience, the heritage of breeding, and practical application. Relix is an evolution of the word "Reliable," but enhanced with a technologically advanced, firm suffix.

IDENTITY. Our goal: to create a brand that is technologically advanced, understandable, and modern, without the sterile identities of large corporations. The visual system is based on three brand principles:
1. Technology – graphics, modularity, precision.
2. Partnership – an open visual language with an engaging tone.
3. Field Reality – textures, growth lines, natural elements.

The graphic symbol reflects plant growing and breeding – a symbol of practical development backed by science.

PACKAGING DESIGN. We developed a packaging design that reflects the brand's new role in the seed market and is functional for all participants in the supply chain – from the warehouse to the field. The main design objectives were:

– instantly communicate the hybrid and its characteristics,
– improve the experience for agronomists in warehouses and fields,
– enhance product perception,
– create a recognizable premium brand image,
– visually stand out from the average category.

RESULT. We created a complete turnkey brand, including strategy, name, style, and communications. The Relix brand has become a standalone product line for AgroTerra, with its own values and a brand that speaks to farmers in their own language. Relix has taken a clear, honest, and strong position: a brand that helps agronomists live and work in reality, not in advertising promises.