John Deere 22 June 2023

John Deere

Brand Strategy, Visual Language, Tagline, Marketing Strategy, Communication Strategy, Photography, Brand Experience

The brief

John Deere, ranked by Forbes as one of the top 100 Most Valuable Global brands 2019, is the world’s largest manufacturer of agricultural equipment and is committed to the success of people whose work is linked to the land – those who cultivate, harvest, transform, enrich, and build upon the land to meet the world’s constantly increasing need for food, fuel, clothing, shelter and infrastructure. John Deere Sub Sahara Africa has been supporting African farmers for over 50 years by investing in dealerships across the continent and branch operations in 23 countries.

The changing landscape of agriculture, geo-politics and economic shifts in Africa necessitated the need to re-visit the brand and determine if its geared for a changing continent.

Explore Possibilities


Valora partnered with John Deere Sub-Sahara Africa to re-position the brand for the local markets. Valora’s exploratory process focused on South, East and West Africa and related customer segments. We conducted research with John Deere SSA’s executive leadership, dealer network and immersed ourselves in farming environments with farmers. We discovered a brand that had lost its relevance and authenticity. It had instead, become unapproachable, expensive and exclusive to a small segment of the market. Its position outside of South Africa had dwindled and was not top of mind for farmer’s considering buying a tractor or harvester. These and other key insights informed our strategic direction and a deliberate journey to creating Africa’s most admired Agri brand.