Rebranding Castlegate James

Expanding and merging a brands influence

Castlegate James is transitioning from an agricultural stock feed producer to a process solution provider. They are industry leading in refining consumer grade excess from the food industry, creating ‘co-products’ with versatile applications over a broad range of industries. Working with the creative team at Zebra Direction and also alongside Castlegate James. We developed the brand positioning and updated look and feel, placing Castlegate James on the right course for the future.

The challenge

Castlegate, Mi-feed and the James and son companies were doing a merger that would eventually would become what is now known as "Castlegate James". However the challenge was trying to come up with a consistent overall master brand look, feel and messaging without losing some of the previous brand elements that made each brand on their own recognisable and unique.

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The solution

By evaluating and choosing the strongest branding elements from each major brand that was a part of the merger. The newly designed modern brand identity and marketing strategies stood out from its competitors and launched Castlegate James as the leading stock feed producer in the New Zealand industry.

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