Barren Energy

The future of energy is cactus.



Energy, Mining & Resources


Brand Identity
Brand Naming
Brand Strategy
Logo Design

Key Results

1300Ha of new farmland was established.

100+ new members attracted to the Cactus Producers Association.

Establishment of the Waterkloof farm in Bloemfontein, spanning 1300Ha of high-density planted cactus


Barren Energy, an innovation by Ensight, focuses on transforming arid lands into renewable energy powerhouses using cultivated cactus for biodiesel. With a bold vision to save 1 Gigatonne of greenhouse emissions annually by 2035, Barren Energy is poised to revolutionise renewable energy in Australia and South Africa, offering new opportunities for communities previously reliant on mining.


The challenge was creating a standout brand in the renewable energy sector that would captivate and inspire trust among potential cactus farmers in South Africa and Australia. The goal was to develop an identity that broke free from the conventional "greenwashing" brands and positioned Barren as a pioneering force in renewables.


DSR Branding crafted a brand identity that embodied the essence of turning the impossible into the possible. "Barren," inspired by founder Francis Barram's name and the concept of ex nihilo, "out of nothing," became the foundation. The tagline "The future is cactus" neatly communicates the challenges and innovative solutions to climate change in a distinctively Australian tone: people think that because of climate change, the future is cactus, but Barren Energy is saving the world because the future is cactus. The brand logo, featuring an iconic and somewhat irreverent cactus symbol against a pink backdrop, challenges industry norms and captures the brand's pioneering spirit. The design leverages simple geometry, bold colours, and a unique narrative to engage and educate its audience about the potential of cactus in renewable energy.


Barren Energy's strategic rebranding has marked significant milestones, including the establishment of the Waterkloof farm in Bloemfontein, spanning 1300Ha of high-density planted cactus. Collaborative research stations with Free State and Cape Town Universities have been set up to innovate farming practices. Additionally, Barren's commitment to community upliftment is evident through partnerships with emerging farmers, providing them with guaranteed offtake agreements. The formation of the Cactus Producers Association, now with over 100 members, and the launch of Cactus Goods Co. underscore the brand's impact, not only in renewable energy but also in creating sustainable economic opportunities. Through DSR Branding's approach, Barren Energy has successfully established itself as a trailblazer in the renewable energy sector, demonstrating the power of strategic branding in fostering innovation and community development.

Working with DSR Branding has been an incredible journey from the very beginning. In just six months, they took our concept and launched our brand to a group of South African cactus farmers, delivering exceptional results.

DSR Branding developed our unique name – Barren Energy – and our brilliant tagline “The Future is Cactus.” They truly captured our vision and played a crucial role in establishing us as a credible and legitimate player in the renewables and agricultural industry. Their work has positioned us as genuine change-makers in our field.

Now, two years later, I’ve transitioned from the boardroom in Brisbane to running a farm in South Africa with 60 workers. Thanks to DSR Branding’s expertise, we are well on our way to becoming one of the largest cactus farms in South Africa. Their remarkable support has been instrumental in our success, and I couldn’t be more grateful for their partnership.

Tony Dean


The world loves an Underdog story, so do we.
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