Vaniva™ is a new crop protection product from Syngenta, powered by Tymirium™ technology, a potent active ingredient that targets nematodes and fungal soil disease, built to free growers from their lingering reliance on older, harsher chemistries with a safer, more effective and more sustainable option. Our challenge was to build a brand identity that would win over advanced, high-tech, risk-averse growers, so we shaped the concept of "free to" around growers' desire for something better than what had come before, and introduced the hexagon, a mark drawn from across Syngenta's wider portfolio, into the brand system to root Vaniva™ firmly in that high-tech identity.