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CF Fertilisers

On British soil

CF Fertilisers announced the launch of a bold new brand identity created by their US counterparts, CF Industries. The brand champions clean energy and sustainability – a timely vision that embraces issues faced by both the business and the wider world.

m360 has a longstanding relationship with CF, promoting the company and products such as Nitram through press advertising, digital media and corporate literature. Our experience enabled CF to entrust us with launching the new brand on British soil, adhering to brand guidelines and the nuances of the British market.

Taking shape

A fresh logo, fonts, brand colour palette and decorative shapes gave us all we needed to create modern, attractive comms across a variety of channels. We soon got to grips with the revised brand and flexed our creative muscles on corporate literature such as this Nitram brochure.

  • Brand strategy
  • Brand identity
  • Print design
  • Digital media
  • Packaging
  • Social media
  • Moving image
  • Web design
  • Wayfinding

A new symbol of pride

CF Fertilisers is extremely proud that their products are British-made. They recognise that this plays a role in why British customers trust their products.

As part of adapting the new brand for use in the UK, we were tasked with creating a mark that combines a distinct British look with the unique feel of the new CF Fertilisers brand.

The mark proudly stamps printed comms, digital media and products such as Nitram blue bags with the promise of British quality and dependability.

It’s in the bag

Sky blue is a key component in CF Fertilisers’ brand colour palette, and their blue bags are iconic within the agriculture industry. With Nitram at the fore, we’ve updated packaging for the entire product range – conforming to strict labelling regulations as well as brand guidelines. CF is very pleased with their bold new look and visual consistency.

Marketing that’s best in the field

Nitram is CF Fertilisers’ most popular fertiliser product and the natural standard bearer for their new marketing approach. Its presence across print and digital media is eye-catching, confident and inspiring. Without resorting to gimmicks or arrogance, it simply and positively affirms what farmers already know. Following on from this campaign, we have rolled out the advertising style for CF’s other leading products, with significant success.

The company now manufactures over 1.5 million tonnes of products every year in the UK, equivalent to 40% of the country’s total fertiliser requirement (Source: CF Fertilisers).

Statistically speaking

CF Fertilisers has an ongoing need to convey complex information in a compelling way, and asked us to develop a new illustration style for company presentations and infographics. Led by the brand colour palette and typography, our stylistic approach is purposefully light and gentle, adding personality to otherwise sober corporate literature.

Helping to launch a significant rebrand amidst a pandemic is a real challenge, however m360 made it easy with their level of experience, creativity, understanding and professionalism.

Head of Marketing, CF Fertilisers