Acomo
From strategic direction to a clear investor story
Challenge
Acomo was at a strategic turning point. Following the acquisition of Tradin Organic and a clear shift towards organic products and a healthier lifestyle, the organisation evolved from a decentralised trading group with autonomous subsidiaries into an internationally operating platform with a turnover exceeding €1 billion.
The existing positioning and communication no longer reflected this development. The challenge was to translate this strategic shift into a clear and compelling story for investors and other stakeholders. A story that provides direction for future growth and can be applied consistently across all communications.
Idea
TD Cascade started by sharpening the strategic foundation. Through analysis and collaborative sessions, we mapped the transition from the ‘old’ to the ‘new’ Acomo, focusing on its role within the value chain, the added value of the platform model, and the shift towards health and sustainability.
Based on these insights, we developed a position paper outlining three proposition scenarios that provided direction for a distinctive and future-proof corporate story. In close collaboration with Acomo, this was translated into the new mission: “Building routes to healthier foods”, based on the Acomo Value Chain.
This strategic foundation was subsequently translated into a consistent reporting style and a flexible visual system, applicable across different channels and moments. The implementation followed a logical phasing: from Capital Markets Day to the corporate website and ultimately the annual report.
Result
Acomo now has a consistent and compelling story that clearly communicates its strategic direction to investors and other stakeholders. The new visual identity and reporting style create cohesion, recognition and flexibility for the future.
In close collaboration with Acomo, TD Cascade helped shape and deliver the trajectory: from strategic positioning and brand narrative to visual identity, corporate website and annual report. The result is an integrated communication structure in which strategy, brand and reporting reinforce each other and contribute to trust, transparency and sustainable growth.
Highlight
The new mission “Building routes to healthier foods” formed the starting point for a recognisable and coherent visual language. At its core is a base shape derived from the Acomo Value Chain, visually expressed as an orange, flowing pathway that marks this ‘route’. A metaphor for Acomo’s role in the global food chain.
This route connects the entire value chain: from supplier (input), through processing and trading (own operations), to the end user (output). Within the visual narrative, it acts as a unifying element that brings together the different links in the chain. The focus is not only on processes and logistics, but increasingly on the outcome; the positive impact on a healthy and sustainable lifestyle.
The orange route appears in different forms: sometimes explicitly as a line or pathway running through compositions, sometimes more subtly as a flowing cut between images, colour fields and content. The colour palette is aligned with Acomo’s product portfolio and strategic focus. The result is a consistent visual system that communicates movement, connection and progress.
