Saenz Fety, a family-owned company with over 60 years of agricultural tradition, has long been a leader in Colombia’s agro-implement industry. Specializing in forage grass and vegetable seeds, substrates, and soon biological control, Saenz Fety is at the forefront of innovation in the horticultural sector.
When I collaborated with Saenz, they were searching for a visual identity that truly captured their values and legacy, having struggled to find the right representation despite numerous design attempts.
Through deep research and by connecting with their workers, clients, and products, I was able to distill the essence of the company into a brand that resonated with their mission. The new brand focuses on connecting, inspiring, and educating the public by showcasing the tangible products—seeds, plants, tools, and soils—used by everyday agricultural workers. It reflects their commitment to transforming Colombia’s agricultural sector into a more productive and entrepreneurial space, inviting people to learn and grow alongside them.
Sáenz is not only a key player in the Colombian market, but it is also the only company that owns land to test its products in tropical conditions before they hit the market. By working closely with growers and acting as an intermediary between retailers and farmers, they ensure a seamless connection between demand and supply.
They emphasize research, education, and the adoption of advanced technologies, driving sustainable development in Colombia. Their principle of shared value creation ties economic success to social progress, making them a company dedicated to both profitability and societal impact.
Capturing and showcasing Saenz’s operations through photography became a powerful way to connect with growers across Colombia. I understood that these experts, who know the agricultural process from seed planting to seeing the final product on the shelves and dining tables, would instantly recognize the authenticity of what they saw in the photos. The true impact came when they visited Saenz’s research center and realized that the images weren’t overly retouched or fabricated; they were a genuine reflection of reality. This transparency and authenticity built trust and highlighted Saenz’s commitment to quality and innovation in agriculture.
Moreover, growers began to implement what they learned from Saenz in the videos, catalogues, and conferences, recognizing that the impressive photos they were seeing in each of their agricultural lines—agriculture, livestock, and biocontrol—could also become a reality in their own farms across Colombia. This newfound understanding empowered them to adopt best practices and innovations, driving positive change within their own operations.
Here, you’ll find a selection of photos showcasing tomatoes cultivated at Saenz’s Innovation Center, along with posters featuring images of Colombian fields and engaging infographics. We developed a distinctive pattern that could be applied to various merchandise items representing all of Saenz Fety’s product lines. This pattern not only became an iconic element of the brand but also facilitated the merchandising efforts, allowing users to proudly wear and share our brand.
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