Agriculture Brands: Sun&Co Cross-Cultural Identity
Sun&Co Representative
Director of Market Development
"XNOR didn't just give us a fresh look - they gave us a strategic tool to enter new markets with..."
The Client: Agriculture Brands Partnership & Background
Sun&Co is a Vietnamese Australian agri export business specializing in delivering premium Southeast Asian produce to international markets. Recognizing the need for strategic brand repositioning to compete globally, Sun&Co partnered with XNOR Group to develop a comprehensive brand identity that would resonate across diverse cultural markets while maintaining their authentic agricultural heritage.
Transforming Agriculture Brands for Global Markets
This agriculture brands project centered on creating a cohesive brand identity system that could effectively communicate Sun&Co's unique position as a cross-cultural bridge in the agri export industry. The challenge wasn't simply aesthetic - it required deep understanding of how agriculture brands succeed in both Eastern and Western markets. From Asian agricultural roots to the global stage - Sun&Co needed a brand identity that could speak both East and West. Our task was to redefine their brand identity from the ground up - one that bridges East and West, tradition and modern commerce.
The Challenge: Common Issues Facing Agriculture Brands
Before working with XNOR Group, Sun&Co’s brand identity lacked the clarity and impact needed for an international presence. Prior to our collaboration, Sun&Co understood the importance of building strong brand image in agriculture, but faced execution challenges that are typical among agriculture brands seeking global expansion:
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An outdated visual language that didn’t express the brand’s cultural roots
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Inconsistent color and typography usage across touchpoints
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A lack of distinctiveness compared to competitors on the global stage
They didn’t just need a new logo. They needed a cohesive and flexible identity system that could evolve with the brand’s future – a common requirement for successful agriculture brands in today’s competitive agri export market.
Brand Identity Development: Creating Distinctive Agriculture Brands
Logo Design for Agri Export Success
The Sun&Co logo is inspired by the sun – a traditional symbol of the East – reimagined with the geometry of a star and flowing wave-like lines often found in Western decorative patterns. The result is a mark that feels dynamic, optimistic, and cross-cultural – perfectly suited to agriculture brands exporting the best of Asia to the world.
Color & Typography System
The visual palette features a deep jade green, paired with charcoal black and a vibrant citrus accent – evoking freshness, confidence, and natural origins. Typography is clean, neutral, and modern, ensuring legibility and professionalism across both English and Vietnamese communications – essential for agriculture brands operating in multiple markets.
Comprehensive Brand Development Assets
We developed a full suite of brand tools to ensure consistent rollout across all agri export touchpoints.
Real-World Applications: Agriculture Brands in Action
The new brand identity was implemented across all customer touchpoints, from packaging design to digital platforms, ensuring a consistent brand experience throughout the agri export journey.
Our Strategic Approach to Agriculture Brands Development
Our branding services for agriculture focused on understanding the unique challenges facing agri-export businesses. We started by diving deep into the brand’s origins and aspirations. Instead of just focusing on aesthetics, we asked:
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What values should the brand represent globally?
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How do we express “Eastern origin” without relying on clichés?
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How will this identity system function across packaging, digital, and retail environments?
Development and Deployment Process
- Deep-dive analysis of fintech market position, crypto user psychology, and competitive landscape to identify unique branding opportunities for payment platforms.
- Crafting cohesive fintech design systems including logo concepts, color palettes optimized for crypto platforms, typography hierarchies, and visual guidelines for digital payment interfaces.
- Seamless rollout across fintech touchpoints, mobile app interfaces, payment dashboards, and digital marketing materials with consistent brand expression.
- Testing and refinement based on crypto user feedback and conversion metrics to ensure maximum brand impact in competitive fintech landscape.
Project results
- Secured distribution with two national retail chains in Australia
- Closed a $1.2M strategic export deal within the first quarter post-launch
Customer Review
XNOR didn't just give us a fresh look - they gave us a strategic tool to enter new markets with confidence.
Sun&Co Representative
Director of Market Development
