Arvela (formerly Future Green Solutions) is at the forefront of sustainable agri-business, converting organic waste into high-value products like antibacterial oils, animal protein substitutes, and biofertilisers. We partnered with them to develop a new name, brand identity, and story to better align with their strategic vision as they looked to herald an era of heightened innovation, operational excellence, and business growth.
As an emerging market, we needed to find a way to reframe how consumers think about protein created in non-traditional ways. We made the black soldier fly the hero of the brand and destigmatised some of the connotations around flies and food.
Rearranging our world
Future Green Solutions sounded more like a tagline than a name, so we set about creating something new. A rearrangement of the word ‘larvae’, Arvela symbolises the metamorphosis from waste to worth, inspired by the black soldier fly. Arvela isn’t just a name; it’s a mindset shift that challenges us to see the world anew.
Fly’s eyes
The Black Soldier Fly is at the heart of Arvela’s identity system. From the organic shape and movement of the logo, to the bold layouts, every element tells a story of transformation. The vivid colour palette stems from the captivating black soldier fly’s eyes, while the dynamic brand graphics represent its inimitable patterns. It’s a living identity that is warm, powerful and expressive.
The science of accessibility
With quite a technical element to the company, we wanted to ensure that the brand voice captured that scientific authenticity, but in an accessible way. We crafted a dynamic voice that blends optimism with impact, inspiration with approachability.
Giving waste a purpose
Welcome to Arvela, a brand poised to fulfil its mission of ‘giving waste a purpose’. It’s a rebrand that captures the essence of a company at the cutting edge of innovation, ushering in an exciting future where green solutions lead the way.
