CHALLENGE Nufarm lost the manufacturing and distribution rights to Roundup herbicide and needed to create a new brand that not only replaced Roundup, but could compete head-on in an aggressive market. With Nufarm’s extensive knowledge and expertise and our years of agribusiness experience, we were able to develop a highly effective marketing brand called WeedMaster – a sophisticated, full range of herbicides that immediately took off in the market. APPROACH We knew WeedMaster needed to have the same premium feel as its predecessor and communicate credibility and trustworthiness. We highlighted its Twin-Salt Technology and designed a strong, confident logo that used a metallic ink to represent its high-tech, high-performance capabilities. OUTCOME WeedMaster was well-accepted by retailers and farmers alike and it exceeded all expectations within that first year. We helped Nufarm transition from a licenced product to one of their very own, seamlessly and comprehensively.