UPL BRAZIL Brands Design

Today, UPL is the fourth largest agricultural solutions company in Brazil. Founded in 1969 in India, it arrived in Brazil in the 2000s and today plays a major role in agribusiness in the country and around the world.

UPL Brazil has a number of relationship programs with important partner areas in Brazilian agribusiness such as cooperatives, dealers and producers.

In 2019, UPL underwent a global rebranding process, and this evolution needed to be accompanied by the company's relationship programs. My job was to create the visual identity of around 25 UPL sub-brands. This process included my participation in several meetings and interviews with the company's main directors in Brazil in order to better understand the needs of each relationship program. I carried out an in-depth study to establish harmony between the relationship programs' brands and UPL's central visual identity in order to increase their representativeness and strength with each target audience.

Some other relationship program brands that I created back then.

In 2023, after the success of the previously created brands, the need arose for a new phase in the evolution of these brands, as well as the addition of other brands that were not previously part of the agency's portfolio so that the entire system of UPL's relationship programs would be in harmony and part of a branded house.

The process of evolving and adapting all the brands has allowed the relationship programs to increase their presence among their target audiences, and above all, to reinforce the UPL brand throughout the agribusiness field. In 2020, shortly after the first brand adaptation, UPL Brasil grew by 17% and became the fourth largest in the country's agribusiness sector.

For each brand, a guideline has been created with application rules. Below are some examples of pages from these guidelines.

The project was developed in partnership with Verte.