“It is symbolic that on July 13, we close the doors on our 13th and commence our new 14th season of operations. Last season was especially difficult for the agricultural trade sector – many companies have faced serious challenges, some were even forced out of the market. Meanwhile, despite more modest operations results, we managed not only to escape unscathed, but also to grow stronger fundamentally – we have offered our clients modern risk management tools, digitised our operational processes and expanded our export market geography,” the founder and CEO of Agrorodeo Robertas Lapinskas says.
The qualitative development is accompanied by external changes as well – Agrorodeo enters its new season with a renewed brand and visual identity.
Choosing colours from nature
The accent of the new brand is a gradient of colour found in nature, which creates a sense of dynamism. The dark blue of the ocean depths symbolises the company’s professionalism and reliability. Emerald – the ability to operate in rapidly changing market conditions, continuous improvement, creation of innovative solutions. The company’s transparency, honest and trust-based partnership, as well as resilience in the face of unpredictable market changes, are symbolised by the colour green.
“This dynamic gamut of colours is a continuum, which expresses precisely the 13 years of Agrorodeo’s development, the experience we have accumulated and our core values,” the head of Agrorodeo states.
The company’s uniqueness on display in its logo
According to him, the previous logo, while recognisable and valued on the international market, seemed to be lagging behind the company visually, no longer reflecting its contemporary status. A solution was sought to combine the old and the new, tradition and innovation, experience and youthful drive.
“Much has changed over thirteen years of operation – sales revenue has risen more than fivefold to Euros 464.8m, the quantities of traded cultures grew more than eleven fold to 2.3 million tonnes, clients were offered a number of exclusive modern risk management solutions and we became standard-setters in professionalism for our sector.”
The decision to implement changes in visual identity was also stimulated by research data, which revealed that Agrorodeo’s prior brand was inadequate in communicating the unique nature of the company’s operations.
“We sought visual solutions, which would allow us to portray that we are not just a company directly operating in the agriculture sector. We do not grow grain, we do not build farms or cooperatives, we do not sell fertiliser or tractors. Across the world, we perform international grain trade – we trade in a material that originates in agriculture. So we wanted to reflect this clearly through our new brand,” the head of Agrorodeo explains.
New brand created by the company’s employees
The decision to change was also inspired by the wish of the company’s employees for the face of the business to be unique, for it to reflect the real activities of Agrorodeo.
“A group of our employees had the idea to spruce up the logo in “a new dress,” - one that is more colourful, more expressive, one that reflects more accurately the company’s “personality.” A brand is not just a visual logo. It is a message to the markets about the company itself, about its operations, its organisational culture, its values. It’s an emotional connection created visually with the help of colours and related symbols,” the head of Agrorodeo noted.
The colour spectrum was also proposed for the new brand by the company’s team. The vision of how the chosen colours would best reflect the company’s values and traits was generated by the staff over several months – a sea dawn gradient was chosen and the goddess Brėkšta was chosen as a symbol. In Lithuanian mythology, Brėkšta is the goddess of the dawn and dusk, she was the patron of night time from sundown to sunrise and she would warn people about future events in their dreams.
“This is how she relates to us – based on our own market analyses, we warn our clients and partners on future events and create conditions for them to reach suitable decisions,” R. Lapinskas says.
About Agrorodeo
The grain trading company was founded in 2006. It trades globally in grain, legume and oil cultures. The company is one of the largest grain exporters in the Baltic States. Agrorodeo develops its operations in three main directions – the purchase of Lithuanian grown grain and its sale on the local market, the export of Lithuanian grown grain, grain purchase and sales in foreign countries (international trade). Agrorodeo exports agricultural products purchased from Lithuanian partners to 55 countries around the world.
