Branding and web design for the agricultural technology expert Feldklasse

On the website, the interplay of typography, key visual and photography creates a refreshingly new approach to a B2B website. The individual pages are divided into large-format tiles. These alternately show the key visuals, explanatory texts or images of the products and their areas of application, which are set in motion via a scroll effect and thus imitate the tracks driven across the growing fields. The individual machines are implemented as freely movable 3D renderings, giving users an all-round view of each product. Numerous subpages and functions have been added to the previous website and are now available in several languages.

In line with the corporate design guidelines, a modular kit with buttons, icons and checkboxes was created for the website's interfaces. This ensures improved user guidance while at the same time continuing the visual brand presence.

Workshops and extensive brand and market research served as the starting point for the redesign. The appearance of various competitors was analysed in order to ensure the clearest possible differentiation from the competition. This is intended to visually underline the independence and uniqueness of the brand and the product range. The development of the name was one of the most important steps in giving the company, formerly Dulks, a fresh, new start with the new brand identity.

The brand identity had to differentiate itself from other market players as much as possible. To this end, a strong, distinctive colour palette was defined first. It is complemented by the key visual and expressive yet functional typography. This creates the visual impression of an authentic brand that knows what it stands for.

Feldklasse's colour scheme is based on the colours of common vegetable varieties. The primary colour violet provides a strong contrast to them.

The simple house typeface Lota Grotesque embodies the technical precision, down-to-earth robustness and reliability of the product range. The long underscore placed before headlines gives the typeface its own character and increases its recognisability.

The key visual takes up the core task of the products: hoeing. The tracks this leaves on the field find their way into the corporate design as graphic shapes.

The names of the various products are derived from the vegetable varieties typically grown with them. One syllable is taken from each name and the syllables are combined at the end into a new word, creating, for example, the distinctive product name “Pacorel” for one of the hoeing machines.