McCabe AgCo

McCabe AgCo (formally FG McCabe) is an Australian multi-generational, family-owned agricultural producer of grain and livestock.

Proud custodians of the land with a genuine commitment to sustainable farming practices, FG McCabe was 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 who FG McCabe is and what they stand for was critical in 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

Name and tagline
The new business name needed to retain the equity in the family name while moving away from the direct relationship with their founder, Frank McCabe.

McCabe AgCo is contemporary, identifies what they do and includes a nod to the proud family tradition the business was built on, ensuring familiarity amongst existing stakeholders.

The tagline Grow. Feed. Sustain reflects the heart of McCabe AgCo’s business and summarises the very reason they exist.

Visual Brand Identity
The new brand needed to reflect the values of environmental responsibility and business excellence. It needed to be sincere, authentic and trustworthy whilst offering flexibility across multiple branded assets.

• The brand is strong, proud and professional whilst retaining a feeling of natural beauty
• The adaptable colour palette draws inspiration from the farm environment and the stages of harvest
• The brand mark centres around a grain of wheat, surrounded by a cyclical graphic device that suggests seasonal change

Paying homage to a proud history and reflecting a commitment to the future of sustainable farming, the new McCabe AgCo brand encapsulates who they are today and where they are going.