Cargill Specialty Malts

Crafting a new brand strategy and identity for a malting expert.

The Challenge The craft brewing industry was experiencing significant growth. Cargill Specialty Malts wanted to expand share within the category. To better connect with the craft brewing industry, Cargill needed to revitalize its brand and assess its go-to-market strategy.

Brand Architecture

Brand Strategy






The Solution Our situation analysis, which included deep market research with craft brewers, informed our recommendation. The brand strategy and visual identity position Cargill as a malt expert, showing how Cargill is true to its craft of malting just as brewers are true to their craft of brewing. Communications including a product brochure, direct mail, emails, and print and online ads were created to launch the brand. Robust identity guidelines and internal training ensure alignment and provide the Cargill Specialty Malts team with the tools they need to express the brand consistently at every touch point.

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