Faktor2 is a team of scientists with more than 30 years of experience in the agriculture industry. They have turned their knowledge into a service offering for farmers. Faktor2 offers private consultations, Farm Days, Workshops, and mentoring programmes.
Faktor2's primary target audience is agricultural farmers in South Africa. One thing we discovered in our research was that this audience is accustomed to being mislead by fertiliser companies whose primary motivation is usually maximising their own profit, without necessarily helping the farmers. Faktor2 positions itself uniquely in this regard by instead aiming to empower farmers to make informed decisions about what would be best for their own crops, instead of depending on external companies.
This is where Phlogiston comes in. Faktor2 approached us with a problem: “How do we communicate, in a saturated market, that we offer empowerment in the form of knowledge, instead of products in the interest of profit?” The answer to this question came in the form of a comprehensive branding project.
The driving concept of this project was ‘clarity’. What better way to communicate that Faktor has nothing to hide? The concept of clarity informed everything from the colours and the typeface, to the tone and graphic layouts. In simpler terms: Faktor is the superhero, and we gave them a cape.
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