- Start Ups
Algatech. BRAND STRATEGY, MANIFESTO + COPYWRITING.
REVIVING A BRAND THAT REVIVES HUMANITY
Supplying the world with pure, natural microalgae isn’t just a job, it’s a life’s pursuit. And it’s Algatech’s pursuit. But why microalgae? Well, not only is it the source of an amazing variety of health-enhancing nutrients, but at scale (which they’ve perfected), it has the potential to be completely beneficial for people and the planet.
The Algatech team needed a complete evolution of their brand strategy, narrative and overarching visual identity, so they could accurately tell their story and convey the authority they have in the industry. We were more than happy to answer that call for the first two components of the task at hand.
Their mission is to unlock the secrets of microalgae and to use that knowledge to transform our lives in ways we can’t even imagine. Which makes sense if you study the science (which we did.) Nearly all the powerful nutrients microalgae offers stem from the fact that these plants have evolved over billions of years to survive in different environments under extreme conditions.
They produce and store energy more efficiently than any other known natural or engineered process. There’s tons of great stuff in there.
Microalgae was the start of it all – the origin of life itself. Not only is microalgae the source of an amazing variety of health-enhancing nutrients, but the methods they developed for producing them at scale are also completely beneficial for people and the planet.
Through rounds of interviews with key stakeholders, staff members, scientists, collaborators and clients (and even a visit to their factories in the south of Israel), we began to understand the true story of Algatech. How they were pioneers of astaxanthin production, taking microalgae from the lab to the fields and their never-ending fascination with it and how it could end up transforming lives in with new cures…new pharmaceuticals…new nutrients.
Their need to unlock potential wherever they find it manifested itself in the tagline – Source for good.
Through a powerful strategy and manifesto, we illustrated Algatech’s core values and personality and mission. We articulated how, beyond the biology and the technology, it takes a never-ending determination and a drive to keep going despite the odds. How for them it’s a labor of love and a fundamental part of their vision to make an impact by bringing the good that’s in microalgae to the world.
Through the process of defining Algatech’s new brand story, we became that much more aware of just how much potential lies in microalgae. Algatech is taking the lead as supplier and researcher, searching to discover more ways to utilize microalgae. And with their focused brand strategy and narrative we delivered, along with a visual identity they moved ahead with, they have a brand that is strong enough to carry the weight of that righteous goal.
Theirs truly is a story for life.