American Plant Food (APF) produces some of the most innovative fertilizer blends in the industry. They became early adopters of synthetic blending and added in-house “dirt doctors” to analyze soil samples and help educate growers. Today, they are advancing their almost sixty years of knowledge and sharing it with the next generation, “so every season can outgrow the last.”

When American Plant Food (APF) first opened in 1964, their primary brand colors were green and yellow, and their packaging was simple. We worked with them to revitalize the industry giant’s visual identity and web presence in a way that honored their past, celebrated their accomplishments, and would usher them into the next generation of soil science.

When American Plant Food (APF) first opened in 1964, their primary brand colors were green and yellow, and their packaging was simple. We worked with them to revitalize the industry giant’s visual identity and web presence in a way that honored their past, celebrated their accomplishments, and would usher them into the next generation of soil science.

After learning everything we could about the fertilizer industry and APF’s products, we rebuilt their visual branding from the ground up, starting with core messaging and a brand-new tagline, “Growth Starts Here.” Next, our creative team brought that identity to life with a deeper color palette, a bold logo, and revised packaging and sales. With all the pillars in place, we turned our attention to the APF website, incorporating many of the new design elements into revitalized product and solution pages.

The proof is in the crop below — literally. With an impressive and confident identity, APF now looks externally like the forward-thinking, innovative company they’ve always been internally, and everyone from key APF stakeholders and employees to customers now celebrates the exciting new corporate direction.

a print ad for American Plant Food
#55A63E arrow-light a photo of a farmer pondering life as he leans against a fence a photo of a farmer carrying a goat a photo of a farmer walking through a field a photo of two hands holding yellow-colored grains  a photo of a farmer holding some turnips
new web icons depicting agricultural concepts and services
fertilizer information sheets with packaging designs
all-new branded  fertilizer sample packaging
all-new packaging designs for Garden Basket, Multi-Pels, and K-Lawn fertilizer
Laptop with website screenshot
American Plant Food home page