The Brief:

SD Guthrie, formerly Sime Darby, is one of the world’s largest producers of certified sustainable palm oil. The goal of this project was to refresh the brand identity of an established institution while staying true to its commitment to sustainable agriculture
and cutting edge innovation.

The Challenge:

Along with the name change, the primary focus was to revitalise an established brand
without alienating a household name. The main challenge was to create a logo and idenity
that would not disrupt the original holding shape so that it could be easily applied to
exisiting physical assets without extensive structural overhauls.

The  Solution:

A refreshed idenity that subtley implies and rests within the previous holding shape with a new visual focus of cutting edge science and technology coming together with a respect of nature at the core.