Elsoms were seeing big changes in their business following new acquisitions, and a focus on expansion into wider global markets. Whilst they had enormous reputation here in the UK, they were often seen as traditional, and awareness was low internationally.

We put the legacy brand under review, asking: could it support the more expansive vision, mission and ambition Elsoms were already embracing? Would it have gravitas in bigger global marketplaces against established corporate players?

No, was the conclusion. The legacy brand had done a good job but run its course. So, what next?

We advocated brand transformation over brand evolution, demonstrating how a braver leap forward would benefit brand awareness and challenge perceptions. We focused Elsoms to think about brand presence beyond the UK market, of elevating positioning around knowledge and innovation, and the appetite to create disruption with a new visual identity; all actions that would signal strategic change.

Agreement around the brand archetype informed clarity on the organisation’s vision and mission. This process also influenced the development of brand values and led us to a new positioning – ‘Unlocking the power of plants’.

The design remit was wide; beyond an identity rethink and reinvention of the colour programme, assets included category and variety icons, numerous publications, information and data presentation, templating for traditional and digital media and a creative directional eye on web build. And of course a major output was the Brand Handbook, in which we devised and authored the rules of brand engagement.

After delivering the brand internally, it was publicly launched in Autumn 2025. Since then, Elsoms have been present at events in Hungary, USA, Germany, Ireland and the UK, all of which were important initial exposure for the brand and Elsoms ethos of ‘growing more from less’.

To discover more about Elsoms, click here.