The original Daxo Industries logo was created by their founder and was the foundation of their beginnings as a start-up. Though they were ready to evolve, they didn't want to entirely deviate from the niche they'd charged out for themselves. After speaking with them in depth and doing a deep-dive into their competitors and audience — ranging from small orchards to large farms with detailed supply chains they're looking to streamline — a first round of proposed concepts was presented. These concepts focused more on the logomark with a supporting, simple wordmark.
Ultimately, the Daxo team decided that they liked the more geometric logos, but wanted them to be much more simplified. They wanted to maintain the wordmark style and have the logomark worked into the company name. They were drawn to hexagonal shapes and liked that direction, so after some collaboration with the stakeholders on the project, a new and approved logo option was presented
The final logo design was then applied to a series of stationary — like business cards, letterhead, notebooks — and apparel for the team to wear to trade shows, give to customers, and use when traveling.
Apparel was carefully chosen. After doing research on the target audience, speaking with experts (and having several years of experience working with them already), hats, water bottles, t-shirts, button downs were selected that would genuinely be used by their customers.
Additionally, a series of email templates were created and imported into Klaviyo, with quick-to-populate and adaptable drag-and-drop content for the small in-house team to manage email marketing sends entirely autonomously. With over 50 pre-built modules that can be mixed and matched to suit the message, plus a series of blank templates to build from scratch, the DAXO team saw an email productivity increase and a 72% boost in engagement and follow-ups from cold-outreach sales sends. These templates were built mobile-first, as farmers and apple growers are often out in the orchards or their packing facilities, not sitting at their desks.
Brand guidelines were created to help the team manage their brand as it expanded, create sales assets like new clothing items and lanyards, and understand their expansive suite of brand assets. The brand direction leans heavily into technology, with bits of warmth and earthy colors to tie back to the agriculture industry. Rooted in tradition, agriculture rarely sees the latest trends or new tech. What speaks to produce growers/packers/shippers is clear, concise messaging, and visuals of fresh fruits and vegetables. With that in mind, brand photography utilizes a mix of candid, everyday photos of orchards and the apple supply chain, and detailed macro photography of fruit and their products, and a pattern designed to mimic the production line in a packhouse as well as the circuitry on a mircochip were combined the round out the brand and bring it to life.
