Client
Green Universe Agriculture
Year
2025
Industry
Agriculture
Biotechnology
Tech by Nature: a brand to lead bio-intelligent agriculture
Green Universe Agriculture (GUA) develops biotechnology solutions based on plant biodetection and biocommunication. In 2025 we redefined its positioning, from input supplier to bio-intelligent partner, and built the system that supports it: strategy, foresight, verbal and visual identity, digital experience and audiovisual production.
Brand strategy
Visual identity
Verbal identity
UX/UI design
2D motion
3D motion
Audiovisual production
01. Challenge
A scientific proposition read through commodity codes
GUA had an asset that is rare in its sector: proprietary technology to interpret the signals plants send, and consistent results regardless of soil and environmental conditions. Its brand, however, spoke in the codes of crop-protection products (product, packaging, data sheet) and placed the company in a conversation about catalogue and price.
The challenge was not aesthetic. We had to align perception with the company’s real value and give it a platform to grow in very different markets with a single story.
02. Solution
Strategy first: align, anticipate, differentiate
We approached the project through strategy. A Brand Alignment Workshop with the leadership team defined culture, audiences, voice, benefits and differentiating factor. A Strategic Foresight exercise, with a STEEP analysis and three future scenarios, placed GUA in front of an agriculture that is bio-intelligent, regenerative and connected. The competitive analysis revealed an open space: a bio-intelligent partner, consistent in any soil.
The platform is distilled into a brand idea, Tech by Nature: technology born from understanding nature. From it come the key messages, a voice that balances rigour and closeness (“We know science and we speak the farmer’s language”) and a visual system built on the idea of a connected ecosystem.
The system is rolled out across the website, packaging, catalogues, sales presentations and an audiovisual production that combines 2D motion, 3D motion and live-action filming.
03. How we got there
Decide before designing
Strategy is what turns an intuition into a decision. At GUA we built it in four steps, each with a purpose: align the leadership team around one vision, anticipate where its market is heading, find the words that set it apart and set a positioning that guides everything else.
The result is not a document, it is a criterion. When design comes in, from the website to the packaging, every choice answers a question that has already been settled, not a matter of taste.
04. Digital experience
UX/UI design for greenuniverse.es
We designed the architecture, user journeys and interface of GUA’s website. The structure follows the order in which a customer decides: what GUA does and why it is different, how its technology works and which product their crop needs. Each page answers one of those questions and leads to the next, with the same voice and visual system as the brand.
05. Impact
From selling products to selling a method
The strategy also defined a business roadmap: evolving from product sales to a model of support for the farmer. Today GUA speaks with one voice across all its touchpoints, from the website to the sales conversation.
Testimonial
“We came to Salago because of a video and found a team that wanted to understand what we did first. They helped us see what set us apart and tell it in our own words. Today we explain our technology with much more confidence.”
Franca Anauch
Green Universe Agriculture
06. About the project
Credits Team members involved
Cristian Salazar
Creative Director
Jorge Salazar
Digital Lead, Product Design
Alberto Anguita
Brand Lead, Strategy & Design
Credits Team members involved
Cristian Salazar
Creative Director
Jorge Salazar
Digital Lead, Product Design
Alberto Anguita
Brand Lead, Strategy & Design
Frequently asked questions
What did Salago do for Green Universe Agriculture?
In 2025 we developed its brand strategy, with a Brand Alignment Workshop and a Strategic Foresight exercise, its verbal and visual identity, the UX/UI design of its website and an audiovisual production with 2D motion, 3D motion and live-action filming.
What does “Tech by Nature” mean?
It is GUA’s brand idea: technology born from understanding nature, not from imposing on it. It gives rise to the key messages, the voice and the visual system of the connected ecosystem.
Why start with strategy rather than design?
Because the problem was not aesthetic: the brand read like a crop-protection supplier. First we had to decide what made GUA different and where it was heading; then design the system that tells that story.
What is a Brand Alignment Workshop?
A session with the leadership team to agree on culture, audiences, voice, benefits, value and differentiating factor. At GUA it was six questions, and the words the team chose ended up in the brand.
Do you work with other agtech or biotech companies?
Yes. Salago is a strategy and design studio for science and technology companies: biotech, agtech, climate tech and deep tech.
Does your brand explain what your science already does?
Tell us where your brand stands and we’ll propose a first diagnosis.