Rebranding of the agricultural platform

Creating a new brand for an agricultural platform

One of the biggest challenges facing the world in the 21st century is unprecedented population growth. It requires a more sustainable approach to agriculture in order to provide people with healthy food. The new digital startup aims to provide local farmers with new ag-tech solutions to make their life and work better.

Challenge

Our goal was to create an image of a cross industrial company. The brand had to be interesting for the farmers as well as for the investors and IT-specialists. In other words, the new brand had to create an image of a "green", but at the same time technological company.

Solution

In order to create a brand which refers to traditional farming but offers innovative technologies for covering farmers’ needs, we reimagined a common image of «green» farming and created a high-tech version of a future sustainable agro tech company.

Naming and Architecture

Based on the platform, a new brand name was created and an architecture was developed to separate the company's product and service solutions. The new name Tecrop combines two industries: Tec(h) – belongs to the IT sphere, and Crop – belongs to agri-culture.

Design

The design is based on the geographical forms and shapes of the fields, and the way they are depicted on paper and digital maps.

The unique landscape the boundaries of which are formed by nature and man is a direct analogy to the brand concept itself, which stands at the intersection of technology and agriculture.

Logo

Wordmark font is a contemporary grotesque exploring the space between mechanical sturdiness and expressive clarity. The square shapes and stable base gives the font technical and sustainable feeling.

Colors & Fonts

Natural colours, green and orange, take on more artificial shades adding a sense of modernity and technology to the design.

Halvar Breitschrift is built to be flexible and technical. Its’ roman or italic widths will be useful for fine work in annual reports or interface design. Halvar Breitschrift includes extended Latin and Cyrillic and supports more than 190 languages.

Design elements

Inspired by the shapes of fields created by nature and human beings, we made design elements in the shape of minimalist map images. These forms can be used both as separate elements and together with callouts and infographics. Forms can be filled with a solid color or with different types of strokes. They can also serve as frames for text content or images.

Grid system

We offer a variety of layout system. Design elements in the shape of maps, infographics to demonstrate big data and shapes to fill in with images. Images can be also supplemented with infographics, emphasizing certain places on it.

Web and App design

Tecrop provides farmers with innovative digital technologies so the main points of contract for the brand's target audience are the website and mobile app. We created a user-friendly design for digital collaterals which reflects the positioning of the brand and represents scientific data in a way that is easy to comprehend and put to use.

Result

As a result, a clear brand positioning and a unique visual language were created. The new brand image made it easier for the company to communicate with a wider audience, demonstrating its expertise in both agriculture and technology.