ANWIL reveals new appearance of its fertilizer products
ORLEN Group’s ANWIL - Poland’s leading fertilizer manufacturer - has introduced a coherent range of packaging and labeling solutions for the fertilizers manufactured in Włocławek.
Implementation of the company’s marketing strategy and its enhanced sales-oriented efforts have led to the introduction of new proper names and product-specific, color logotypes for the nitrogen-based fertilizers that have been known on the market for a number of years now, with ammonium nitrate included. The new logotypes comprise a characteristic, graphic element that is common for the entire range of products. This means that a well-structured and visually attractive line of products is now offered that is clearly associated with its manufacturer - ANWIL.
Since the second half of July, all packaging leaving the production facility contains all the necessary information placed on an easy-to-read label and complies with the requirements of the Regulation of the European Parliament and of the Council laying down rules on the making available on the market of EU fertilizing products. The new branding scheme fits in with the philosophy of the company that not only offers top quality products, but also ensures their neat appearance and makes sure they are easily recognizable for the end users.
ANWIL product logotypes are based on symbols associated with the mechanism of growth and fertilization. A dot - with its color varying depending on each product - is the key element of each trademark. It is synonymous with a single granule of the fertilizer, but also with a single grain or seed. It also symbolizes vitality and life, i.e. qualities that are decisive for both the quantity of the products harvested and for the quality of crops. References to customers’ past experience and habits are included in the new logotypes as well. The blue color used in the Anvistar logotype is reminiscent of the ammonium nitrate packaging the customers are used to. Similar references are relied upon in the packaging of other nitrogen-based fertilizers, such as Canvil S and Canvil Mg.
The final appearance of the new product brands takes into consideration the results of market surveys and analyses. Both customers and farmers were asked about their expectations and consumer attachment. Correlated with marketing objectives, ANWIL’s sales policy and the current trends, the outcomes of those surveys have brought about specific ideas and solutions that are now debuting on the market with ANWIL’s products.