Farmlands Mathias International Branding

Branding an organisation after a merger is always an exciting opportunity. Angle was briefed by Farmlands Mathias international to create their new identity after the merger of two former companies – Farmlands Industries and Mathias International. This merger followed a reorganisation of the shareholding and management in late 2014.

Angle’s approach was sympathetic to both companies – both very well established and respected international trading brands in the meat and food products sector. The new brand represents a specialist, stable and experienced meat and seafood trading team with over 70 years experience.

After designing the logo and stationery, Angle worked with the management team to create a Trader Conference and Brand Launch presentation. Held at Westpac’s Head Office in Auckland, the presentation was a critical step that introduced traders from their New Zealand and Australian offices to the new brand and portrayed a sense of business as usual.

A mixture of information and entertainment was built into the day’s proceedings. A traders quiz with Farmlands Mathias International $100 notes as prizes and an exercise in branding a performance car with their core markets, suppliers and new brand identity features all helped to familiarise key staff with the new brand and management’s performance expectations.