Background

This is Part 2 of the case. After analyzing the marketing strategy of «LLC PrirodnyeResursy» (Natural Resources) and developing a new approach, the client and us agreed that the new brand must reflect the spirit and image of their team—active, passionate, and dedicated professionals. This type of challenge is perfectly solved by identifying and shaping a BRAND ARCHETYPE.

Objectives

• Rebrand the company (w/o changing the brand name – BLAGO)
• Break away from traditional agricultural design clichés.
• Highlightthebrand’suniqueness.
• Develop a new visual identity based on the brand archetype.

What Was Done

We defined the archetype for the «BLAGO» brand using the methodology of American researchers M. Mark and C. S. Pearson from their book The Hero and the Outlaw. In short, archetypes are products of the collective unconscious, as defined by Swiss psychologist Carl Jung (1875–1961).

The main practical value of archetypes is that they help create a unique product image and multiply marketing efficiency. Customers and social media users remember and single out archetypal brands much better. This is why the world’s largest companies base their positioning on one of the 12 core archetypes.

We initiated the first phase of this archetype development during the marketing analysis stage, which we covered in a separate case study. At that point, we formed a clear understanding of the company’s spirit and image—free, innovative, and open to change. The next step was to collaborate with the team to pinpoint the exact archetype.

After discussing the concept of marketing archetypes with the company’s management, we moved into a collaborative phase: a guided brainstorming session with an internal working group. Over the course of several hours, the group mapped out the brand’s evolution and identified the primary archetype for future promotion. The «Explorer» (Seeker, Traveler) archetype proved to be the perfect match for both the marketing goals and the brand’s core essence. It flawlessly reflected the drive of the company and its employees to grow, discover the new, and never stop developing.

Results

1. The identified archetype became the foundation for the new visual identity of BLAGO fertilizers. It is also consistently applied to their content strategy: we provided actionable guidelines on how to project this archetype effectively to build a memorable brand and product image, thereby boosting brand awareness and trust.
2. We received feedback from the brand identity designer, who noted that a clear understanding of the archetype significantly streamlines the development of a unique style. This is logical: since an archetype tells a specific story and sets a clear mood, it provides the designer with a strong foundation and a clear artistic direction.
3. There was also an unexpected internal side effect: we noticed that the company’s team became significantly more motivated. Apparently, an archetype resonates not only with the target audience but also with the people who sell the product. It makes it much easier to find compelling arguments for sales pitches and social media content.