Revitalizing a traditional brand of tools that diversified its portfolio to enter new markets.
Herragro manufactures and sells forged hand tools for agriculture, mining and construction. The company wanted to diversify its business to cope with the growing substitution of products. Although the brand was well positioned among the agriculture workers, it was perceived as limiting in other industries. They needed a brand strategy that would allow them to broaden their brand image and gain ground in other areas.
Marqas recommended keeping the Herragro brand for tools in the agricultural and construction sector and creating new brands for imported lower quality tools and for highly specialized forge pieces. We redesigned the logo and created a design system that was applied to products, packaging, brochures and other communication materials. The new visual identity is based on the original identity and projects the new brand vision.