Humans of Agriculture
Humans of agriculture brings the real stories of ag to the table.
For a long time, the story of Australian agriculture stuck to the same beats. Tough country, tradition, muddy boots and old-hat thinking. Humans of Agriculture wanted to tell stories that feel less distant, less stereotyped and a whole lot more human. Since launching, they’ve become one of Australia’s most recognised voices connecting the public to the paddock. We partnered on brand creation, starting with a considered positioning strategy for farm-to-city appeal.
The Challenge
Across the country, countless stories of innovation, resilience, humour and humanity are unfolding in agriculture every day. But for many Australians, the industry is often reduced to dated stereotypes, news headlines and myth. The industry was simply lacking a voice that felt contemporary, authentic and relevant to both its people and the wider public.
The Idea
Humans of Agriculture brings ag out of its box. Every conversation breaks down assumptions, replacing tropes with true experience and reminding us that behind every pea on our plate is a person with a story worth hearing. This foundation of loosening stigma and humanising food and fibre production became our core objective with the brand. Our position was less in education and commentary and more in connection and relatability.
AGDA Design Awards — Finalist
Brand Identity Category (2022)
More Work
