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Branding, Packaging & Opinion

Reviews, news & opinion from designer Richard Baird on the latest brand identity and packaging design work from around the world.




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Agromundo designed by Anagrama

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Logo and stationery with neon turquoise ink detail for pesticide retailer and manufacturer Argromundo designed by Anagrama

Argromundo is a Mexico-based retailer and manufacturer of agricultural pesticides. The brand’s new identity, created by independent design agency Anagrama, resolves a technological but environmentally considerate approach through a simple geometric interpretation of a clover.

“Our task was to give it a brand identity that was both modern and tech-saavy, and that would reflect sustainability. We designed a very simple logotype based on the shape of a clover and traced by an interlaced line, the typographic selection consists exclusively of Helvetica, in order to make the products more serious and give them an almost clinical look. We designed a very simple logotype based on the shape of a clover and traced by an interlaced line. The typographic selection consists exclusively of Helvetica, in order to make the products more serious and give them an almost clinical look.”

- Anagrama

The most distinctive aspect of this project is its utilisation of a bright neon and earthy colour palette, executed across an uncoated substrate. For me it is a clever and contemporary balance that expresses a chemical yet environmentally considerate character. The complimentary use of black and white introduces a more conventional and understandle aesthetic that works well within the context of a content heavy label helping to keep the information clear and formal. The logo-mark has a well-balanced geometry, a neat use of a consistent line weight, intersections and parallel strokes that imply and unify the themes of consistency, reliability and technology. This triality also extends to the clover’s straightforward reference to nature, a sense of care and responsibility delivered through its heart shape leaves (emphasised by a combination of pointed terminals and circular bowls), and a vivid neon colour choice that has a clean and pharmacological sensibility.The logo-type and block copy, set in Helvetica, successfully deliver the clinical sensibilities Anagrama sought and has been very well spaced but there are a number of other similar typefaces that would have perhaps introduced a tiny bit more of a proprietary sensibility.

It is a very simple idea that has both a conceptual depth and a well executed visual resolution that feels brand appropriate and consistent throughout the packaging and stationary.

Logo and business card with neon turquoise ink detail for pesticide retailer and manufacturer Argromundo designed by Anagrama

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Logo, folder and letterhead with neon turquoise ink detail for pesticide retailer and manufacturer Argromundo designed by Anagrama

Unbleached folder with neon turquoise ink interior and white sticker for pesticide retailer and manufacturer Argromundo designed by Anagrama

Packaging for pesticide retailer and manufacturer Argromundo designed by Anagrama

More from Anagrama:

Logo - Nemesis Films  Logo - Rivero Gonzalez  Logo - Bulbo



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  • http://mrrichpalmer.wordpress.com mrrichpalmer

    I was a bit scared of the colour on this one, a brave choice although I’m not sure of the practicality! A great logo though and the stationery and folder is very neat! Nice job!

    • http://bpando.wordpress.com Richard Baird

      Indeed it’s pretty bold but I suspect it’s probably a lot less ‘scary’ when printed. Thanks for adding your opinion!

  • http://typesketchbook.wordpress.com typesketchbook

    Very nice and considered, I love that the envelope uses the company colour on the inside. The details matter!

  • http://twitter.com/RobinJoha Robin Johansen (@RobinJoha)

    This is just lovely! Kind of bold, and I agree with the comment above: the color on the inside of the envelope did it for me.

    PS: And so is this blog. I found it quite recently, keep up the good work!

    • http://bpando.wordpress.com Richard Baird

      Hi Robin, thank you for your kind words and adding your opinion, I hope you will continue to add your thoughts to future posts.