Building a brand from microbes
IMIO is on a mission to unlock greater agricultural productivity and restore the planet by harnessing the intelligence of living microbes. The company’s all-natural microbial inoculants allow farmers to grow healthier, more productive crops without relying on agricultural chemicals. Following years of R&D and clinical research, we worked with IMIO’s founders to bring their product to farms everywhere.
IMIO wasn’t only bringing a new product to market; they were also launching a direct-to-consumer e-commerce experience that was unique to the agriculture space. They needed an instantly recognizable identity that would carry across all touchpoints.
Our solution was to let nature and science work together. We created a visual system that’s both modern and organic. The wordmark blends a clean sans-serif with natural line forms, while the system’s colors and imagery toe the line between fields and the lab. Just like IMIO.
We also fully embraced the idea that IMIO is a living product. The brand voice is capable of being expressed from the voice of the microbes themselves, allowing these microscopic heroes to express their value directly to IMIO’s customers. Some brands go viral. Ours went microbial.