Closeup of a man wearing a white sleeveless shirt with the biophi logo on the right pocket.

Biophi: A Start Up Takes the Next Step

Global food systems are under increasing pressure. Climate change, rampant plant disease, and rising costs put greenhouse growers at risk and threaten the long-term sustainability of our food systems. At the same time, agricultural research is often siloed, disconnected from real-world needs of the industry. Biophi set out to become the trusted hub where research meets application — a collaborative space that accelerates innovation, anticipates challenges and helps build resilient food systems. They tapped BMD to help them signal credibility and inspire the industry to shift from reactive problem-solving to proactive innovation. 

Closeup of a man wearing a white sleeveless shirt with the biophi logo on the right pocket.
White biophi monogram on a dark green background.

BMD developed a holistic brand for Biophi that included naming, brand strategy, visual identity, and voice. The identity positions Biophi as a place of potential — an innovation hub, a place where science and on-the-ground experience converge to bring solutions to market faster.

A sign hangs in a greenhouse that reads

Visually, the identity balances the rational precision of science with the rough and ready language of ‘ready to ship’.

A laptop sits on a wooden bench outside displaying the landing page of the biophi website.
Closeup of a hand holding a phone outside with the mobile version of the biophi website displayed.

Photography highlights colorful macro shots of produce, lit in ways inspired by technology, offering new perspectives on the world of growing.

Macro texture of a green lettuce leaf.
Macro texture of a red raspberry.
Macro texture of a pink cabbage leaf.
Flat lay image of a notebook containing the biophi logo, biophi symbol and a macro photograph of a kiwi on its cover. Notebook also reads
Flat lay image of white business cards that contain the biophi logo and example contact information. Business cards are laying on a white background.
A monogram functions as a short-form mark, evoking a seal of approval that signals credibility and validation.
Set of hands holds a brochure with information about research trials. Background is foliage.

The voice was designed to be approachable yet ambitious, translating complex science into practical benefits. It embodies a problem-solver’s mindset — active, pragmatic, and future-facing.

A hanging trade show banner that reads
Trade show booth with walls that contain the headline

The color palette combines a clean white, referencing the laboratory spaces at Biophi, with a deep green drawn from the greenhouse. A supporting palette of soft, warm tones pushes against the sterility often associated with science and innovation, maintaining lightness and accessibility.

A long, white, 3-dimensional sign hangs on a grey wall and contains the words
Interior of a greenhouse with glass walls and a yellow glass door with the number 3 on it. A woman walks away in the background.
Closeup of a light green water bottle with the biophi monogram on it.

Biophi is already gaining momentum, with a new facility in the works and new partnerships on the horizon.

A person wearing a white jacket that contains the words
"Adopting the Biophi identity allows us to better represent who we are today: a collaborative hub accelerating horticultural innovation."
Matt Korpan, Executive Director of R&D Operations at Biophi
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