Field:

Micro-irrigation

Overview:

A global industry leader in the development, manufacture and deployment of smart micro-irrigation systems for 21st century agriculture.

When I was called upon to lead Rivulis Irrigation’s brand strategy process, the company was in the process of completing its acquisition of Eurodrip and was still integrating other global subsidiaries under its hood.

The process needed to include the voices of all its partners and to be conducted with sensitivity to their legacies. Nine months and nearly 100 interviews with employees and global partners later, the Rivulis brand strategy crystallized into three core pillars:

  • Making the adoption of micro-irrigation solutions accessible globally through a unique design-through-harvest deployment model
  • Cultivating sustainable relationships with partners – honest, transparent, fair, mutually beneficial, and built to last
  • Field-trusted innovation, comprising an extensive product offering, an actionable product roadmap, and a robust global infrastructure including 3 global R&D centers.

The brand promise and tagline:

Helping growers everywhere to GROW BEYOND

  • GROW BEYOND their highest expectations season after season
  • GROW BEYOND to greater yield, improved quality and greater profitability
  • GROW BEYOND to a more sustainable future for their farm, their family and the multitudes of people that they feed

Finding the perfect metaphor for micro-irrigation

The challenge: Creating a name for a multi-national, micro-irrigation leader that maintains a vast and strategically-dispersed global presence and draws on the legacies for innovation and excellence of several industry giants.

Rivulis is the Latin word for a small brook or stream.

In contrast to the flooding force of a river, brooks are bubbling, shallow streams that gently ripple their way across the landscape. Despite its modest appearance, a brook more than adequately provides hydrating sustenance to the flora that grows along its banks.

It’s an excellent nature-sourced metaphor for providing smart irrigation in its purest natural form — a river of life-giving hydration, bringing sustenance to crops, across farmlands everywhere.

Let’s talk