Brand Development

Celtic Sea Minerals specialises in the development, manufacture and marketing of natural animal feed, hygiene and environmental products based on dead, calcareous marine algae harvested directly from the sea. Calcareous marine algae have a unique, honeycombed physical structure and are a rich source of minerals, especially calcium and magnesium.

A key product for the company is Acid Buf, a highly effective rumen buffer and source of bio-available minerals sold into the international dairy feed sector.

Having invested heavily in R&D, the company wanted to differentiate Acid Buf from other rumen buffers and build a global brand. Celtic Sea Minerals also recognised the need to develop more professional marketing materials for its distributors around the world.

Pure rumen conditioning
ABC reviewed competitor products in the marketplace and developed a new identity and positioning statement for Acid Buf to reflect the product’s unique physical structure, technical benefit offering and natural provenance. A new logo and identity was created, from which a professional technical brochure and suite of marketing materials followed.

The Acid Buf re-branding project was so successful that distributors worldwide have bought into the new brand, with the marketing materials being translated into more than 10 languages.

The design themes developed during the Acid Buf re-branding project have been built on further with the production of a new corporate brochure that captures the unique story behind the products.

ABC has now moved onto the other key products in the Celtic Sea Minerals portfolio; taking a similar brand development approach with the natural bedding conditioner Dri Li Extra and a calcified seaweed fertiliser product called SeaCal.

Direct feedback on this case study can be arranged by contacting David Butler at ABC.