In the wild
The brand isn’t the strapline. The brand isn’t the green. The brand is what survives when the type scale meets a real Tuesday — a tweet, an email signature, an Instagram post, a vinyl sticker stuck on a feed bin in February. This page collects the canonical applications.
Tweet · refrain pattern in the wild
Body refrain · with setup line
The cow knows her routine. The clipboard doesn’t.
Stop second-guessing what’s in the medicine cabinet at 5am. Tag it. Don’t blag it.
Rule check: setup names a real Tuesday-morning pain (5am medicine cabinet). Closer untouched. No "boost your operations." No emoji. No #AgTechRevolution.
Display variant · single-line announcement
Farming is hard enough. Tag it, don’t blag it.
When to use: launch posts, milestone announcements, anniversary tweets. Not for daily content — the display variant is special.
Email signature · the strapline does the work
Plain HTML signature. Renders in Apple Mail, Outlook, Gmail. Wordmark + person + role + strapline. No links. No social row. No Schedule a Demo button.
Cheers,
Tom
Tom Williams
Co-founder · AgTag
Farming is hard enough. Tag it, don’t blag it.
OG / social card · 1200×630
The card every link unfurls into. Brand background, locked strapline, single accent. Generated dynamically by Next.js’s edge OG route — same template for every page, the headline swaps to the page title where appropriate.
Farming is hard enough.
Tag it, don’t blag it.
Instagram post · 1080 square
Forest tone for feed-block posts that interrupt the scroll. Display strapline as the entire artwork. Caption underneath does the explaining.
Tag a cow.
Tag a gate.
Tag a crate.
AgTag isn’t built for farmers.
It’s built by them.
Rugged tag · the physical thing
220×220mm anodised aluminium. High-vis orange backing, white QR field, AGTAG wordmark and a tiny serial. The product is tactile — design carries through to the metal.
Hardware rule: the orange is the field-visible cue. The wordmark is small but always there. The serial number is for fulfilment / replacement / theft-tracing — never the customer’s data.
Don’t: add the strapline to the tag itself. The tag has one job — be scannable, be readable from across the yard. Marketing copy on a feed-bin sticker is the corporate-ag tell.
LinkedIn post · still in voice
Same voice, same rules. No "thrilled to announce." No three-emoji-bullet pattern. Plain English, real numbers, real story.
One of our pilot farms tagged 240 ewes last lambing. The first time the lead worker did a welfare round, he logged 60 checks in 35 minutes — about a third of the time it used to take with the clipboard.
Then he found three ewes the clipboard had missed entirely.
This is the whole point. The record lives on the thing itself. Not on a clipboard that gets left in the office. Not on a spreadsheet on a laptop in the farmhouse.
Farming is hard enough. Tag it, don’t blag it.
Pull quote · in long-form copy
Used in blog posts, case studies, press releases. Orange left-rail anchors it. Display type makes the quote weighty. The attribution stays mono and small.
The clipboard had missed three ewes entirely. Same paddock, same morning. Same farmer.
Pilot farm · Powys · 2026
Marketing email · launch / nurture
Forest header band. Display headline. One CTA. No nested grids. No three-column “features” rows. The email does one job per send.
Lambing’s coming. Tag your ewes before they teach you a lesson.
Lambing season is in three weeks.
Are your records?
Last spring, we hit lambing with three different colours of marker spray, two notebooks, and a spreadsheet that nobody could read. This year we’re tagging every ewe before she goes anywhere near the pen.
If you want to skip the marker-spray phase entirely, the rugged tags are £9.99 each, in the post within five working days. £99 to onboard, then you’re away.
Order rugged tagsPhoto tile · landing page tag-a-thing grid
Photo, dark gradient bottom-third, mono overline in orange, display caption that names the actual job. Six of these on the marketing site. Imagery rules apply — tag is the focal point, mud stays in.
Tag a cow
Scan it on Monday. Log the welfare check. Done.
Don’t do this · the IS-NOT in practice
Three real failure modes that creep in when nobody’s watching the brief.
Avoid · corporate
“Empower your operations with the next-generation agritech platform that revolutionises farm data.”
Every banned word. Empower, agritech, revolutionises, platform, operations, next-generation. Burn it.
Avoid · greedy
⚡ FLASH SALE!
50% OFF — TODAY ONLY!
Flash-sale energy. AgTag is a tool, not a SaaS unicorn. Pricing is fair, full stop. No urgency banners.
Avoid · disconnected
“Our team of Silicon Valley engineers brings cutting-edge IoT solutions to the agricultural sector.”
No Silicon Valley. No IoT. No "agricultural sector." Speak as a working farmer to other working farmers.