BASF Ornamental

BASF wanted to make a bold entrance into the biologicals space, so we were asked to help define their presence by developing an overarching brand campaign that would grab the attention of growers and the industry as a whole. The concept needed to not only stand out today, but also create a platform flexible enough to connect future biological launches.

Here are the concepts that took root and grew into greatness.

Concept 1: Biological

Close-up of a spherical purple dahlia flower with dense curled petals.

Overcoming pest pressure doesn’t have to be complicated. Biological Solutions from BASF are simple and sustainable, giving growers a natural partner that enhances plant protection and resistance management while complementing conventional methods. Searching for a smarter way to grow exceptional plants?

It’s not rocket science. It’s biological.

BASF logo with the slogan "We create chemistry" on a black background, featuring a purple flower at the bottom.
BASF advertisement featuring a purple flower with text stating, "It's not rocket science. It's biologicals. Discover biologicals."
Close-up of pink and white flowers with dark background.
BASF logo and slogan with a purple flower below the text promoting sustainable pest management.
A BASF promotional poster with the phrase "Think Biological" and "Discover Biologicals" along with an image of a purple flower at the bottom.
A small bouquet of pale pink and white chrysanthemums on a dark background.
Open magazine spread with a black background and large white text reading 'BIOLOGICAL'. Dahlia flower image at the bottom with text mentioning BASF and biological solutions.

Growers want the best for their plants and are always searching for innovative ways to improve their pest managements programs. Some growers are open to unconventional methods while some are a little hesitant to try something new.

Biological presents BASF’s Biological Solutions as a smart, sustainable, and effective solution that should be the logical choice for their needs.

Concept 2: Nature That Nurtures

Blue hydrangea flowers with white text overlay that says 'NATURE THAT NURTURES'

Biologicals are exciting to some but intimidating to others.

But it doesn’t have to be that way.

What if a happy medium existed to help biologicals appeal to our entire audience?

Nature That Natures presents BASF’s Biological Solutions in a way that highlights their innovative and sustainable benefits while making them feel approachable to any grower, establishing biologicals as a safe and sensible way to nurture exceptional plants from beginning to end—just as nature intended.

BASF promotional banner with blue hydrangea flowers background, featuring text 'Enhanced Plant Protection + Resistance Management'.
Blue hydrangea flowers with a BASF logo and the text 'Nature That Nurtures: Biological Solutions' and a 'Learn More' button.
Blue hydrangea flowers with BASF logo and text "Natural relief for your pest pressures."
Close-up of a textured blue painted surface.
Open magazine page with a cover featuring a close-up of blue hydrangea flowers and the title 'NATURE THAT NURTURES' in large white text.

Manage pest and disease pressure with a little assist from mother nature. Biological Solutions from BASF deliver enhanced protection and resistance management while working alongside targeted conventional programs with ease. Grow exceptional from start to finish with an all-natural ally that's simple, sustainable, and effective.

See the evidence for yourself at biologicals.basf.com

Concept 3: Unconventional Harmony

Pink flowers and a glass pipette on a white background with the words 'unconventional harmony' in black text.

Progress begins with being unafraid to defy convention. Through years of research and hands-on expertise, BASF discovered that sometimes the answers to our toughest challenges come from unexpected places.

As we look for new ways to introduce BASF’s Biological Solutions to a wider audience, Unconventional Harmony presents their unconventional nature as a beautiful benefit—one that helps growers strike the perfect balance between plant, planet, and program.

BASF logo with the slogan 'We create chemistry' and the text 'a symbiotic partnership' next to a stylized leaf and plant illustration.
BASF logo with the slogan 'We create chemistry' and an image of a pink flower with green leaves.
BASF logo with slogan 'We create chemistry' and the phrases 'unconventional harmony' and 'Discover Biologicals' on a white and green background.
Close-up of light pink carnation flowers with ruffled petals.
Open magazine featuring BASF advertisement with a plant, a microscopic image of a biological solution, and text about unconventional harmony in pest management.

As pest pressures evolve, so do methods to manage them. Biological Solutions from BASF provide growers with sustainable protection and improved resistance management while working seamlessly with conventional chemistries. The result is a perfect balance between plant, planet, and your pest management program.

See the science for yourself at biologicals.basf.com

BASF logo and tagline with the words 'uncomplicated programs' on a beige background.
BASF logo with green background and white text, alongside pink flowers on a white background.
BASF logo with the slogan "We create chemistry" and the text "unconventional harmony" along with a green rectangle that says "Discover Biologicals."