Kaap Agri – a new brand identity

Kaap Agri

KAAP AGRI has unveiled a new logo and brand structure. The 108-year-old agribusiness, which trades in agricultural, fuel and related retail markets, is introducing a refreshed logo and consolidating its trade and retail businesses under one brand. The announcement comes as the JSE-listed group presented a resilient financial performance, declaring a 4.7% increase in gross profit for the financial year.

“Our brand strategy and new look is the result of a year-long brand analysis and design process. Our aim was to find a solution which would simplify our brand structure, improve customer awareness of our brands and have enough built-in flexibility to support our future growth ambitions,” says Kaap Agri CEO Sean Walsh.

“Going forward, Agrimark will be positioned as the main customer-facing brand and the group’s trade and retail businesses will all adopt the Agrimark brand name. This means that existing brands including Wesgraan, Pakmark, Liquormark, and Kaap Agri Mechanisation will be retired.

“Alongside our Agrimark stores, our Agrimark brand now includes Agrimark Grain, Agrimark Mechanisation, Agrimark Liquor, Agrimark Packaging, and Agrimark Tyre and Fitment. Agrimark Value-Added Services include Agrimark Financial Services, and the newly-launched Agrimark App. Financial Services is being positioned as a more customer-facing offering and new growth projects will also carry the Agrimark name, like Agrimark Pet, our new standalone pet store, the first of which is scheduled to open in Cape Town in December.”

“Apart from achieving cost efficiencies, moving from several different brands to one main customer-facing brand will ensure our one-stop agri-lifestyle offering becomes more recognisable, especially amongst new customer segments,” says Walsh.

He adds that the consolidated Agrimark brand structure will also benefit the company’s suppliers and their product brands as the group continues to optimise its retail offering.

At a corporate level, the Kaap Agri brand will remain the parent brand and will be focused on employees, the investor community and other external stakeholders.

“Kaap Agri is trusted in the farming community. We’ve built intergenerational connections and the brand carries a lot of historical value,” explains Walsh.