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.