DowDuPont’s agricultural division announced that it's spinning off into its own brand, launching as Corteva Agriscience.
WPP agency Ogilvy worked with client DuPont on the development of the new brand’s visual assets. Corteva, which took its name from the root words of “heart” and “nature," has focused on the “human side of agriculture," and improving the lives of farmers at a time when the industry is at a tipping point and the past few years have seen massive consolidation and M&A.
In a statement, Corteva said it is considered the first of its kind to enter the market, stepping away from the rest of the industry and focusing on “reimagining the connections in the agricultural ecosystem that naturally supports people, progress and the planet.”
This comes across through new assets and identity, including a new logo that takes the form of an aerial view of farmland, split in three, representing the three different companies that make up the new entity: DuPont Crop Protection, DuPont Pioneer and Dow AgroSciences.
Juan Carlos Cruz, DuPont’s head of brand and advertising for the agriculture brand found the launch and Corteva’s identity exciting.
“It really shows what Corteva Agriscience brings to the world: the diversity of product offerings that will help us partner with farmers, who now at the same time have to partner with consumers."
Customers, he added, “are more sophisticated than they used to be, so we are going to address all these new needs that farmers have to address."
The blue of the logo, Cruz pointed out, is something he felt wasn’t seen in agriculture, which normally would be depicted in earthy and neutral tones.
”It evokes nature, depth, the ocean," and the rest of the assets Corteva revealed he considered just as vibrant and fresh.
The full brand assets will not be revealed until June 2019, and until then, Cruz said that Corteva will focus on making sure the needs of its employees during the process are getting met.
”Our employees are our biggest ambassadors and the biggest evangelizers of our brands throughout the world. We want to take some time and do right, both for our employees and customers. So, we’re hoping that there will be many milestones for this brand as we reach the full launch next year."
The goal for the new entity, Cruz said, is what it’s always been: “We want to be the farmer’s partners, but this time, with brands that bring incredible products to help them. Farmers are some of the most sophisticated people in the world. We work with huge farms in Brazil and the Midwest, as well as half-acre wide farms in Indonesia and Asia Pacific, and the rest of the world. We want to continue being those partners, and we want to show that this is what the Corteva Agriscience brand wants to be."