Strategic Repositioning
with Depth

A repositioning with substance

Darling Ingredients develops functional ingredients for aquafeed, based on animal by-products. A sustainable and efficient solution in a market where transparency, effectiveness and ecological impact are becoming increasingly decisive. But in a niche where players know each other inside out, achieving distinctiveness is no easy task.

What began as a request for a sharper profile evolved into a strategic process in which the brand story, visual identity and digital structure were completely rebuilt. Not as a sum of separate parts, but as a cohesive brand foundation.

Brand insight as a starting point

In co-creative sessions with the Darling Ingredients team, we dove deep into the supply chain, the market and the context of end users. We analysed drivers, objections and opportunities. Not to invent what should be different, but to understand where the brand’s intrinsic value lies. This led to a clear starting point: Darling supports healthy and sustainable fish farming through the smart use of natural residual flows.

From these insights, we defined a positioning that guides everything that follows, strategically sharp and content-driven. The core message: Smart Aquafeed Ingredient Solutions.

A brand concept with depth

The strategic foundation was translated into a creative concept that fits both the content and the market. The essence: the impact of Darling’s solutions takes place below the surface, unseen yet powerful. From that idea we developed the brand hook:
The solution lies beneath the surface

A concept applicable on multiple levels: product, process and brand.

A visual style with layers

To support the concept, we developed a visual style with substantive depth. Eight fish species in their natural habitats became the carriers of the imagery. Each species positioned at the correct depth in the water, combined with a graphic thread structure, symbolising knowledge, precision and biological expertise.

We also visualised the origin of the ingredients, showing land animals and their residual flows coming together in the final product. This created a coherent visual system, from source to application.

Digital translation

The brand strategy and visual identity formed the foundation for a new digital platform. Through a UX process, we structured the site based on logic, user behaviour and audience needs. From surface-level orientation to in-depth content per ingredient. The website combines visual impact with clear navigation and is built to support tangible conversion.

Content was enriched with layered information such as explanations of processes and applications, whitepapers and real-world examples. Not to persuade, but to share knowledge. Across multiple layers, tailored to different audiences.

Strengthening through structure

Finally, the foundation was activated operationally. Together with a technical partner, we developed a marketing automation flow that delivers relevant content based on visitor behaviour, enabling sales to follow up faster. This gave the strategy measurable effect. Darling Ingredients now builds brand equity and commercial results from one consistent line.

Content creation on multiple levels

After the concept and the (UX)design were set, it was time to create all the content to support it. We didn’t only take care of the image, but also of all authoritative, complex copy.  After all, we’ve become experts now when it comes to ingredients for fish feed.

To connect the target group more strongly to the brand and to be able to quickly transfer (possible) leads to sales, we drew up a Marketing Automation flow. We worked closely with the partner who did the technical work on the Marketing Automation system. Everything to increase effectiveness.