BVF, Cosmos and Andromeda: building a new brand platform for berry genetics

The work developed by AgenciaAgro together with Black Venture Farm (BVF) demonstrates how strategy, branding and communication can help a plant genetics company better express the value of its innovation and prepare for a new stage of commercial growth.

In agribusiness, developing a product with differentiated technical attributes is only part of the challenge. The other is ensuring that the market can recognize that difference, understand it and remember it.

That was one of the starting points of the project developed with Black Venture Farm (BVF): supporting the company through an evolution of its positioning and communication as it expands its commercial presence as a provider of berry genetics.

The work combined several dimensions: strategic consulting, corporate identity evolution, brand and communication architecture, creative development, and the preparation of commercial and launch tools.

Within this process, Cosmos and ANDROMEDA became central elements of a new stage in BVF’s communication.

Within that system, ANDROMEDA became the spearhead.

The goal was not simply to launch a new variety. It was to demonstrate how a genetics company can transform innovation, science and agronomic performance into a differentiated and memorable market experience.

HERO / COVER — MAIN CAMPAIGN VIDEO (LED SCREENS)

First, Understand The Business

Before designing a campaign, we worked with the BVF team through a strategic immersion process to understand the business, its genetics and plant propagation offering, its B2B audiences and its competitive environment.

BVF needed a corporate identity that better reflected its reality: a company specialized in genetics and plant production, with technical expertise, varietal development capabilities and an increasingly international market vision.

Based on that diagnosis, a Communication Master Plan was developed, together with work on positioning, visual identity, communication architecture and different commercial applications.

The corporate brand needed to convey science and professionalism, but also proximity, innovation and the ability to support customers.

Because in an industry such as plant genetics, a company is not simply selling a plant. It is selling confidence in years of development, future performance, technical support and the possibility of building a competitive advantage in the field.

COSMOS: Organizing Launches Within A Shared Universe

One of the most relevant aspects of the project was to avoid communicating each new variety as an isolated launch.

That need led us to develop the communication architecture for Cosmos.

Cosmos was conceived as a scalable system for BVF’s varieties: a platform capable of bringing genetic innovation together under a common territory, using a naming structure and narrative inspired by the universe, stars and discovery.

The strategy positions Cosmos as an innovation territory through which different varieties can be organized and communicated within a shared narrative, while allowing each product to retain its own identity.

ANDROMEDA is its spearhead.

The system is designed so that each product can develop its own identity without losing its connection to a broader universe — and so that every launch contributes to building the value of the next.

ANDROMEDA: Turning Genetic Innovation Into A Memorable Story

ANDROMEDA assumed a special role within the project: presenting a genetic innovation while simultaneously giving visible form to the Cosmos language in the marketplace.

The creative response was to build an unexpected territory for a highly technical category: cosmos, galaxies, exploration, discovery and science fiction.

This led to the development of a creative territory around the idea:

“ANDROMEDA — A blackberry from another galaxy.”

The concept was adapted across different applications according to the product, audience and market.

Impact First. Convince With Evidence.

The strategic principle behind the project can be summarized in a simple formula: Show + Data.

First, generate curiosity and differentiation. Then demonstrate why the product deserves that attention.

In genetics, the final decision is ultimately supported by real performance: plant health, productivity, flavor, earliness, shelf life, agronomic behavior and field results.

That is why the Cosmos universe and the ANDROMEDA campaign were conceived as a gateway to technical information.

Creativity needed to achieve something very specific: make people want to discover the product.

The evidence then needed to build confidence.

Impact opens the conversation. Data builds trust.

From A Creative Idea To A Communication System

At AgenciaAgro, the idea was developed as a system capable of being applied across multiple touchpoints: launch campaign, digital assets, audiovisual content, technical sheets, commercial materials, merchandising, outdoor advertising concepts, signage and physical event experiences.

Every application needed to tell the same story.

There could not be one visual language for social media, another for the brochure and another for the stand. The challenge was to build a coherent brand experience.

The objective was for ANDROMEDA to be immediately recognizable whether seen on a screen, in a technical document, through a campaign asset or during a commercial conversation.

The Stand: Bringing Cosmos Into A Physical Experience

The 16th International Aneberries Congress 2026 in Guadalajara became one of the key stages for presenting the project.

For Aneberries 2026, the stand concept and design were developed as a three-dimensional extension of the Cosmos universe and the launch of ANDROMEDA.

The proposal integrated aesthetics, screens, lighting, berries, graphic elements, plants and resources designed to encourage interaction and conversation.

At an international trade show, where dozens of companies compete simultaneously for attention, physical space becomes a communication medium in its own right.

Outdoor Visbility As Part Of The Launch Plan

As part of the strategy, a proposal was also developed to extend ANDROMEDA’s visibility beyond the trade show environment.

Concepts and designs were created for outdoor advertising in production areas of Michoacán, together with the identification and evaluation of potential media and contracting alternatives.

The effective implementation of these spaces depends on availability, contracting and validation with local suppliers.

The proposed logic was to connect visibility, recognition, brand experience and commercial conversation within the same system.

Marketing Also Has To Support Sales

A campaign can generate attention. The next step is helping transform that attention into a technical and commercial conversation.

For this reason, the project also included tools to support the BVF team: technical sheets, institutional materials, flyers, digital resources and assets designed to facilitate access to concrete product information.

Communication needed to work on two levels:

Build the brand and reduce the distance between interest and decision.

Global Strategy, Local Execution

Bringing the strategy to life across different applications required coordination between design, production, suppliers, materials, screens, physical assets, audiovisual content and event deadlines.

AgenciaAgro worked alongside BVF by integrating strategy, branding, creativity, communication, design and supplier coordination across the different components of the project.

For a company operating internationally, the ability to combine a global vision with local execution is critical.

What The Industry Can Learn From BVF

Although this project originated in berry genetics, its lessons extend well beyond the category.

Companies in seeds, animal or plant genetics, nutrition, animal health, biologicals, machinery, food and AgTech often face the same challenge:

They possess real innovation, but innovation does not automatically translate into market differentiation.

The BVF case highlights five lessons:

Implementation must remain consistent: branding, campaign, audiovisual content, stand, technical materials, outdoor advertising and commercial support must all respond to the same brand logic.

Strategy must come before creativity.

Brand architecture matters: Cosmos turns each launch into part of a broader system.

A technical company can be memorable without losing rigor.

Brand and evidence must coexist: impact opens the conversation; data builds trust.

Making Differentiation Visible

The work developed with BVF, Cosmos and ANDROMEDA summarizes a particular way of understanding agribusiness marketing.

First, understand the business.

Then identify where the real differentiation lies.

Build an architecture capable of sustaining it.

Create an idea the market can remember.

And finally, carry that idea through every touchpoint: brand, product, campaign, event, technical materials and commercial conversation.

The goal is not simply to produce more communication.

It is to help a company that is building something different also have the tools to make that difference visible to the market.

BVF brings the genetics.

Cosmos organizes a universe of innovation.

ANDROMEDA begins to tell a new story.

And AgenciaAgro supports that process by integrating strategy, branding, creativity, communication and execution.

When product, strategy, creativity and execution move in the same direction, innovation has a stronger opportunity to become a visible, understandable and commercially relevant difference.

AgenciaAgro supports Agro & Livestock companies and multinationals with branding, B2B marketing, commercial development, communication and international expansion strategies.

Learn more at AgenciaAgro.com