It's often a skill by the telling of a compelling brand story using the least amount of words, whether it's for radio, TVC's, brochures or technical. It needs to be 'to the point', deliver the value proposition and be compelling with the brand at its centre.

Being tertiary trained in Agricultural science with over 20 years of rural brand communication as a profession, we write extensively for our clients. Nearly every project requires clever copywriting whether its technical for brochures, or honing in on the value proposal for radio.

What sets our copywriting apart is that we know the farm audience, what's relevant, what will have traction and cut through the clutter. We are across the latest farm management practices, what drives farm profitability and we embrace the life sciences. We know our metabolic pathways, modes of action, chemistry and both plant and animal physiology.

The challenge for us can be writing the brand story with scientific overtures, keeping it simple, authentic, believable and treating the audience with respect. We generally aim to pitch up to the farm knowledge base, rather than use common rhetoric employed by others.

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Above is a cut from a storyboard for a TVC that RuralBrand produced. RuralBrand project managed the whole gig, including AV production, directing and writing the voice-over script. We also put it to air.

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Print advert accompaning a TVC campaign. The rootball image was produced by digging up a space plant, washing out the roots, then suspending the plant mid-air with fishing line. It was then photographed against a white sheet so we could etch out the detail.

Winterfeed FC_RBweb _CAR

Client brochure. The focus here is authenticity and relevance. This RuralBrand image was captured using a 10mm lens and flash.

Zolo Label Web3

RuralBrand have specialist expertise in designing Ag-Chem labels compliant to the APVMA guidelines.


Front cover and masthead of the Australian DairyFarmer Magazine. RuralBrand produced  advert. Wonderful photo shoot capturing Freisans and Jerseys in frame along with the money shot of the dairyfarmer with a ryegrass plant. Specialised wide lens used.

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Technical AV video project. RuralBrand constructed assets creating the first frame to introduce the project.


Filming a bio-degradable plastics project at a landfill site in regional NSW for BASF plastics division. Peter Frank, moving picture guru (left) and RuralBrand producer/director, Peter Shaw (right).

Spitfire broch FC

Front cover of a technically focused product brochure dropped out in the Land in early Autumn 2012.

Pac broch 2013







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