Nourish Labs
Turning a breakthrough product into a brand capable of creating its own market.
Nourish Labs had the kind of problem most start-ups would love to have. The product was good. Really good. Originally known as ThinkTank Automation, the company had developed an advanced automated precision fertigation system with the potential to transform how cannabis and agricultural producers managed one of the most critical parts of their operations.
But a breakthrough product does not automatically make a breakthrough brand. The technology was entering a change-resistant B2B industry where “don’t change what’s working” was often the default position. The company needed to create demand for something customers didn’t necessarily know they needed, build credibility quickly and establish a brand capable of supporting aggressive growth and future investment.
Client
Nourish Labs
Project
Brand Development
Services
Strategy
Concept Development
Copywriting
Logo Design
Brand Guidelines
Collateral Design
UX/UI Design
Website Design
Our business has evolved. How do we bring the brand up to date?
We started by figuring out exactly what Nourish Labs had that the market should care about. We workshopped with the founders, interviewed customers across Canada and took a deep dive into the industry, its customers and the forces shaping it. That process helped us move beyond describing what the technology did and get to a much more powerful definition of what the company represented. Nourish Labs was not simply making fertigation equipment. It had developed the world’s most advanced automated precision fertigation system for agriculture. That became the strategic centre of gravity for the new brand.
Visit The Website
Visit The Website
How do you turn early success into a brand that can support the next stage of growth?
Once the positioning was clear, the existing ThinkTank Automation identity no longer reflected the ambition of the business. The company needed a brand built for where it was going, not where it had started.
We developed the Nourish Labs name and created a new brand strategy, positioning and identity designed to make a sophisticated technology easier to understand, more compelling to customers and more credible as the company entered its next stage. Just as importantly, the strategy gave the founders a framework for making decisions as the business grew.
How do you make it clear why customers should choose you?
In an emerging category, customers cannot choose you if they don’t first understand why changing is worthwhile. That meant translating technical superiority into a clear business story. The brand needed to communicate both what made Nourish Labs different and why that difference mattered to growers. The positioning gave sales and marketing a sharper answer to that question and provided the foundation for a go-to-market strategy designed to create demand within a market that was still taking shape.
How do you bring positioning, identity and communications together so they tell the same story?
With the strategy established, Spring built the system around it. That included the Nourish Labs name and logo, collateral, tank wraps, signage, brand videos, website content, email, advertising campaigns and the broader go-to-market strategy.
The design goal was: In an industry populated by ad-hoc and rough and ready solutions, create a definitive identity that stood above all others. Like the product. Different channels. Different jobs. One story. Instead of having a product, a sales pitch and a collection of marketing materials moving in slightly different directions, Nourish Labs now had a brand platform capable of holding them together.
Since launching the new brand, Nourish Labs has performed substantially above its forecasted sales targets, with genuine sales enquiries overwhelming its capacity to deliver – a great problem to have The technology had always had enormous potential. Our job was to make sure the brand lived up to it.