McCabe AgCo

Proud custodians of the land with a genuine commitment to sustainable farming practices.

McCabe AgCo (formally FG McCabe) is an Australian multi-generational, family-owned agricultural producer of grain and livestock. They came to us ready to develop a brand strategy that would position them for continued success in a market increasingly focused on meeting Environmental, Social and Governance (ESG) requirements. 

A new name, a new brand and a newly distilled vision of their offering was needed to ensure FG McCabe would remain at the forefront of a new generation of sustainable farming. 

Deeply understanding FG McCabe and what they stand for was critical to developing an authentic brand strategy that would honour their proud history and lead them into the future.

We held a deep dive branding workshop with key members of the business, resulting in their Brand Blueprint – a single reference point for the FG McCabe brand which encompassed what they stand for, who they needed to resonate with, and how they position themselves in the market. 

 With this foundation bedded down, we went about generating: 

• A new business name
• A tagline 
• A new visual brand identity 
• A new website 
• A suite of printed collaterals 

The new McCabe AgCo brand balances a proud family legacy with a contemporary, future-focused identity.

The new name retains the equity of McCabe, while Grow. Feed. Sustain. captures the organisation’s purpose and commitment to sustainable agriculture. A strong, flexible visual identity inspired by the farm environment, seasons and harvest brings the brand to life across multiple applications, supported by a new website at the centre of its digital presence. Together, the new brand reflects McCabe AgCo’s history, who they are today and where they’re heading.