Laurel Ag

SERVICES: Brand Strategy • Naming • Brand Identity + Logo System • Collateral • Press Release Copywriting

Premier Agriculture + Water Solutions

Laurel Ag is focused on precision water solutions + agriculture products. They aim to revolutionize the industry through innovation and a customer-centric mindset to help farmers, investors + management companies reach their goals. What once were separate efforts are now a combined group on the same long-term mission to provide growers with the right tools to do what they do best: cultivate the land in a sustainable, profitable + responsible way.

We set out to define their brand, name, look + feel with a new, comprehensive brand identity point of view, website splash page + brand communication plan.  

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Situation + Strategy

Laurel Ag is the culmination of Arable Capital Partners’ acquisition of several like-minded businesses located in the Central Valley of California. As with any acquisition, it is key to bring together the vision leaders and those involved within the businesses to set plans for the future + how the collaboration will run.

We were brought in before acquisitions were finalized, and we worked with the team to identify just what was happening and what internal communication + buy-in would be required to build this new home for these businesses.

To start, we needed to get to the core of why these businesses were attractive enough for Arable to acquire them. Was it their service? Their knowledge base? It was all that and so much more.

From there, we set forth a plan to learn about each entity and build a brand that captured the essence, drive + innovation they all shared.

Plan + Implementation

Brand Name Research + Development

As we started learning more about the individual businesses that would make up Laurel, something special rose to the surface—the desire to make each and every customer proud + profitable.

We used this concept to hone in our brand name development. We wanted success, heritage and collaboration to be the key descriptors for this new operation and found that the word “Laurel” embodied that. It is a visual symbol of success historically used to crown victors. It has a simple + familial feel. Both the name and the corresponding symbol helped solidify the brand identity.

The Laurel Ag name is derived from the interlocking leaves of the laurel crown, which illustrates our drive for a collaborative relationship with our customers, leading to the ultimate goal of celebrating our customers’ successes.

Brand Design

To help bring the laurel wreath idea home, we developed an aesthetic, color story + identity system to give Laurel an ownable brand + logo. We chose greens with blue undertones to illustrate the service Laurel provides—water + agriculture solutions.

Along with the logo design, we brought the brand to life through extensive collateral design work, from business cards to letterhead files to tradeshow graphics to merchandise options.

Presentation Deck Design 

The brand design was then shown to important stakeholders + investors through a comprehensive presentation deck. We worked with the business leaders to develop their brand story, the reason behind the brand name, graphics to illustrate their business model + a viewer-friendly outline to share.

Press Release Copywriting

Part of Arable’s process is to share exciting events with the press, and the formation of Laurel was no exception. Along with their team, we helped capture the essence of Laurel and its service + purpose in a concise and informative press release. As they continue to acquire and develop, we are excited to help them write and share this exciting news.

Results + Transformation

From where we started to where Laurel is today, the transformation is huge. The acquisition is now formalized through a new identity—one that each of the individual businesses feels connected with and can own as they hand out their new business cards.

We are proud to have helped Laurel shape those broad ideas and form them into a brand with a story, purpose + drive to succeed.