A better future for cereals – and the world
Syngenta’s hybrid wheat technology programme had developed a range of innovative wheat varieties that will ‘cultivate food prosperity’, securing future global supply. Syngenta needed a brand that would bring the rich innovation behind the transformative programme to life for growers, employees and partners – and reflect the company’s wider push for more sustainable, restorative agriculture.
Design that tells a rich story
We crafted a bold brand architecture that captured both the programme’s core ambition – increasing yields while restoring the natural environment – and its optimisation of data, farming technology and seeds themselves. The new name, ‘X-Terra’, is multi-layered and tells the programme’s story: the four points of the ‘X’ represent how Syngenta’s approach is powered by combining innovation, reliable supply, bespoke support and smart technology; ‘terra’ represents earth. A striking visual identity, inspired by Syngenta’s hybrid wheat grain itself, is supported by a photography style that heroes the dynamism of the grower community.
A brighter food future
The dynamic new brand represents the powerful potential of X-Terra. Living and breathing content, powered by fluid motion design and a fresh tone of voice, is building positive perceptions of Syngenta and its progressive vision for a step-change in sustainability for wheat, agriculture and the planet.
