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New horizons for Arvesta

Repositioning after a major portfolio expansion

The challenge

After a period of significant growth and acquisitions, Group AVEVE (now Arvesta) needed to redefine its brand identity and strategy. The challenge was to create a clear and inclusive brand structure that maximised the potential of over 40 independent B2B and B2C brands, both as standalone entities and as part of the group.

Our solution

We provided comprehensive research, strategic guidelines, and developed a new name and corporate identity for the brand. The rebranding to Arvesta aimed to eliminate confusion, unite employees across the group, and boost long-term sales.

Services
  • Brand strategy
  • Benchmark and analysis
  • Brand naming
  • Tagline development
  • Logo development
  • Corporate identity & applications
Strategic Brand Repositioning

Our research revealed that AVEVE was mostly recognised for its retail stores, specialising in garden, animal, and home-baking products. However, it was less known that AVEVE was primarily a B2B expert in agriculture and horticulture. This skewed perception was impacting both sales and internal cohesion. To address these challenges, we conducted extensive research into internal brand dynamics and perception, believing that a strong brand must be embraced by all stakeholders to stand the test of time.

‘Remarkable’s unique approach helped us create a brand that inspires both internally and externally. ’

Eric Lauwers, former CEO

From field trips to a new Brand Identity

We took a hands-on approach by conducting field visits and interviews with key stakeholders across Europe. This allowed us to objectively evaluate the strengths, potential, and risks of various branding scenarios. The insights gathered helped us develop and implement the optimal strategy, transforming AVEVE into Arvesta—a new brand that embodies the group’s full-service offering for European farmers and growers, while positioning itself as a strong international employer. The name Arvesta retains a subtle connection to its predecessor while introducing a fresh meaning, symbolising growth and harvest—the natural cycle of new beginnings.

Result

The rebranding to Arvesta successfully unified the diverse entities under a cohesive corporate identity. It eliminated confusion, strengthened internal culture, and improved market positioning. Arvesta is now seen as a full-service partner in agriculture and horticulture, reflecting the group’s ambition and broad expertise, while empowering employees to contribute actively to the company’s ongoing story.

Internationalise your brand?

Contact one of our experts and discover how we can help with brand strategy, naming, and international brand management.