InVivo
Le projet
Background
InVivo is a union of cooperatives and business groups working in cereals, polyculture, viticulture, crop protection, animal nutrition and health, trading, logistics, and the B2B and B2C distribution of agricultural and food products. InVivo covers the entire food value chain but its reputation is not commensurate with its leadership position.
Insight
French agriculture is the strongest driver of international expansion. Restoring France’s global leadership also means restoring the country’s reputation around the world.
Idea
Since 2015, W has worked with InVivo on the construction of its fundamentals, supporting the strategy expressed in its 2025 action plan. The agency has restructured InVivo’s brand platform around a key theme: cooperation as a source of value. The brand architecture has been redesigned to become a systemic and business representation organised by activity levels (corporate, financial, B2B, B2C). A new brand identity and territory have been devised to raise awareness on the group’s four business lines and to assert the brand’s legitimacy on the international stage in a more entertaining and informative manner.
