Cooprativa Develops New Brand for Agris Group
The Maravedis identity — the brand replacing Agridistribuição within the Agris Group — was unveiled at an event, marking over 20 years of activity across international markets.
“The transition from Agridistribuição to Maravedis was not simply a rebrand, but a necessary internal reorganization of the group — creating a central Sourcing and Purchasing unit to serve as the sole link between the group and its suppliers, across all Agris Group companies,” explains Andreia Grave, Marketing Director at Agris Group.
With a portfolio of over 8,000 clients, presence across multiple markets, and a turnover exceeding $140M, Agris Group recognized the need to reposition and rebuild the brand that replaces the former Agridistribuição.
The new positioning, rebranding, and strategy was developed by Cooprativa, in collaboration with the Agris Group marketing department. “It was an excellent challenge to collaborate on and help breathe new life into a brand that has been operating successfully for over 20 years. A full identity update was needed across every dimension — from positioning and brand strategy to the construction of an entirely new graphic and identity universe — to achieve a brand that is more current, more approachable, and with values aligned to the new vision, mission, and future it shares with all its clients and partners,” says Cooprativa’s Creative Director and Partner. He adds: “We started from a simple premise: everything in life is built on interactions. And that’s what we wanted to communicate here — two points with defined objectives and paths, and when they meet at that shared goal, only value is created. Maravedis exists to coexist and connect with what truly matters — with all its clients and partners.”
The colors chosen for this identity represent the brand’s years of activity, growth, and the solidity it has built over time. Blue — a color of stability — was given an electric tone to convey fluidity, adaptability, and a forward-looking embrace of technology and change. Green reflects the core values of Agris Group, Maravedis’ parent company — eyes on the land, on people, and on a more sustainable future.
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