Micothon, based in Mijdrecht, is a specialist in high-tech crop protection for greenhouse horticulture. Founder Theo Straathof has been developing machines for decades, each tailored to the specific needs of customers, with a strong focus on sustainability and effectiveness. When Micothon was working on two new technologies, the need for distinctive brand names arose. But during our intake, it quickly became clear: the challenge went deeper.
Step back: what is Micothon’s foundation?
Green proposed not to focus solely on product names, but to first sharpen Micothon’s brand essence. Using the Brand Design Model, we guided the Micothon team through a strategic process in which the company’s identity, brand values, and distinctive strengths were defined.
Tailor-made brand promise: Made for you
Micothon’s essence turned out to be crystal clear: the company develops almost every machine to measure, fully adapted to the customer’s specific needs. We captured this unique promise in the payoff: “Made for you.”
To make this tangible, we came up with a concept where each machine is provided with a personalized sticker, for example: Made for Janssen Ltd. In this way, customization becomes literally visible.
Clear brand architecture for international growth
Next, we focused on structuring the product portfolio and defined three technological domains for Micothon:
- Mico Spray - Solutions for full-field, site-specific, air-assisted, and automatic spraying
- Mico Light - Fungal control based on light technology, without the use of chemicals
- Mico Air - Insect control based on air technology, without the use of chemicals
These three brandlines form the new brand architecture of Micothon. They provide room for expansion and help customers instantly understand Micothon’s areas of expertise.
From strategy to a recognizable, future-ready brand
Once the mental brand identity was defined, Green translated it into a strong and consistent visual identity. We renewed the brand on all fronts:
- A restyled logo and recognizable, powerful corporate identity
- A completely new website, including:
- Advice on the content structure
- Writing all new texts
- UX/UI design in Figma
- Full development in Craft CMS
Why Craft CMS?
We deliberately chose Craft CMS for its flexibility, security, and scalability. Craft enables us to develop custom content structures, while also offering excellent performance and being highly suited for international ambitions.
IPM 2.0 – Story with impact
Integrated Pest Management (IPM) in greenhouse horticulture stands for an integrated approach to pest and disease control, aiming to keep crops healthy with minimal use of chemical agents. Micothon’s technological solutions reinforce this principle in innovative ways.
With the IPM 2.0 concept, we positioned Micothon as a brand that renews existing systems with smart technology. In a powerful visual, we brought the synergy between Mico Spray, Mico Light, and Mico Air to life – as the new standard for integrated crop protection.
Ongoing collaboration
Today, Green continues to support Micothon with content, strategy, and tools to further grow their brand. With a solid foundation, a structured brand architecture, a distinctive visual identity, and a powerful website, Micothon is ready for international growth.
