A visual identity system for an expandable brand architecture

East Grain is a grain trade company founded in 2007, offering a complex portfolio of agricultural products and connected services in 11 countries, including grain trade, logistics, grain processing and integration. They play a key role in the Romanian grain industry, supporting local agricultural performance from sowing to harvest.

First and foremost they needed a clear brand structure that represents their complex services, allowing the brands to support each-other but also grow individually and a visual identity that reflects their professionalism but also their approachability as an employer brand.

After several consultations we set out to define the “East” brand architecture, linking the identity of the brands that directly serve farmers: the most-known East Grain mother company, a sub-brand offering storage solutions called “East Silodep” and a sister-company offering agricultural inputs called “East Agro”. Other companies of the East Group, serving a different target market needed their stand-alone identity with different naming and visual identity, like their logistics company www.cargolog.ro

The logos are brought together under the same umbrella, based on a facelift of their original “EAST” wordmark, well known in the industry. The relationship between the main brand and the sub-brands was set to allow future brands to evolve as well. 

Each brand got their own icon system and colour scheme, complementing the prominent world marks. The stationeries are all defined by the same guidelines, in-line with the mother brand, reflecting simplicity and professionalism.