Torq brand strategy

Helping an organisation position themselves to achieve their future goals

Torq provides responsibly sourced agricultural products and natural resources from Asia and Africa to consumers around the world, using deep local expertise and global experience. 

 

The challenge

After a period of growth, the company recognised a need to refine its existing brand and positioning. Torq adds value at every stage of the supply chain, but their external presentation and communication had not kept pace with this.

 

Our approach

To establish Torq’s new direction, we first started the project by gaining an understanding of their business, their audiences and the context in which they interact. To enable this, we focused on research and information gathering to produce a stable foundation for the project. 

We worked closely with internal stakeholders to provide insight on how they see the organisation and how they believe the company should be presented to their market. From this, we developed the positioning, mission and vision statements, company values and a revised brand identity. 

We refined the logo, where we introduced two leaf elements that represent Torq’s focus on agricultural products and natural resources. To ensure consistent, creative implementation in the future, we devised brand guidelines which established clear rules on logo application, colour, photography, iconography and typography. Finally, brand assets such as email signatures, business cards, newsletter templates, video sting, stationary, and social media assets were created.

 

Business impact 

After a short soft-launch period, the new brand was launched on the 21st September 2021. Early feedback has been very positive and we look forward to catching up with the team to discuss the impact and results of the project.

 

Associated capabilities

Research and strategy

Brand positioning and clarification is often a review of an existing brand; refreshing the direction and clarifying the purpose or values. However, this is also something that needs to be factored into a new brand.

Campaign and marketing

A campaign roll-out is the plan for timings of a campaign, including the implementation of the identified assets.