Brand Refresh for National Ag Product

2018

Nationally Distributed Fertilizer Company

Brand Refresh & Logo Re-Design

Rachael Hall Creative was retained by the executive leadership team of a nationally distributed fertilizer company to lead a full brand refresh.

Project Summary

For this project, I served as project manager and creative director, collaborating closely with stakeholders to update the brand’s positioning, develop new taglines and slogans, and design a refreshed logo that could be seamlessly incorporated across thousands of product packages.

While I didn’t write the website copy, I helped craft the branded language that emphasized the company’s hallmark: premium-crafted quality. We highlighted their commitment to excellence—blending science and care in every batch—and successfully positioned the brand as a trusted, top-tier name in commercial and residential fertilization. The updated assets were quickly approved and embraced by stakeholders, setting the stage for long-term brand consistency and growth.

What the Client Needed

Retained by the executive leadership team to serve as project manager and creative director for a brand refresh for a nationally distributed fertilizer company.

Solutions Delivered

Collaborated with key stakeholders to create language and branded imagery.
Helped to position NPF as the leading manufacturer of premium-crafted fertilizer products.
Delivered an updated logo, new taglines, slogans, and branded language. (did not write the current website copy)
Received a quick response for stakeholder approval.

The Brand Challenge

The Solution

About Nelson’s Plant Food

Nelson Plant Food is a leading national commercial and residential fertilizing product manufacturer. For over thirty years, residential gardeners and professional landscape companies have relied on Nelson’s exceptionally blended formulas to provide time-released nutrients to promote exceptional health and color to landscape projects.

Project Planning
Created strategic plans for developing and incorporating a new logo on thousands of packaging products.
Branding & Design
Led teams of stakeholders and designers to create a fresh and meaningful logo.
Branded Language
- The founder is passionate about his company’s attention to detail and quality, emphasizing how the team of scientists and agronomists “handcraft” each batch of built-for-purpose fertilizer.
- Rachael helped the team craft branded language focusing on the value proposition of “premium crafted quality.”