Farm & General Insurance and Land Based Underwriters

Branding & Literature


F&G Insurance & LB Underwriters

Branding & Literature


F&G Insurance and LB Underwriters

Branding & Literature

The Brief

The Brief

To rebrand Farm & General Insurance and create a new brand identity for a new sister company Land Based Underwriters.


Farm & General are a B2C insurance broker and needed a fresh logo and literature to match.  Land Based Underwriters were a brand new B2B company who would be selling new insurance types to other insurance brokers.  A complete brand identity and literature was required.

The Results

The ethos of Farm & General is that they are there for you, your local friendly farm insurance broker, in all weathers, all seasons, through the good times and the bad times.

With this in mind, we opted for a leaf shaped logo with vibrant colours that represented all of the changing seasons. We also provided a simplified version for printing onto merchandise for show giveaways.

We prepared numerous magazine adverts for farming publications and information sheets to send to their clients.

We were delighted to then be asked to repeat the process for a brand new company “My Farm Insurance” focusing on smallholder insurance.


F&G Literature

As Land Based Underwriters were largely focusing on environmental insurances, we opted for blues and greens in the logo to represent the earth, air and water.  The style was simple yet eye catching and distinctive.

We’ll let you interpret the shape but we believe it can represent a wing, a wave and a flower all in one.

We also developed a brochure to be used as an education aid for LBU’s brokers together with flyers that could be white labelled.

LBU Literature

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16 East View Road, Ringwood

Hampshire BH24 1PP

07979 897189