Designing an Agritech brand to empower farming communities
Kisaan is a farming platform that uses real-time data to assist farmers in their practices and livestock management. Their primary focus lies in enhancing various facets of the agricultural value chain, including sourcing essential raw materials, conducting comprehensive soil testing, delivering crucial veterinary support, and actively engaging in marketing and distribution endeavors.
Our partnership with Kisaan involved two main goals: developing a brand for the platform, from day 1, and bringing the brand to life at their site locations and digital channels.
In all of this, our main priority was designing an identity that speaks effectively to the farming community, and establishes Kisaan as an innovator.
“YODA's approach to user experience, website design and brand development in an under-served market has been transformative in building Kisaan. The Kisaan team found YODA to be a forward-thinking and bold agency that takes the time to understand their users & build products with empathy. We would love to work with them again.”
Tania Aidrus
Co-founder, Kisaan
Ensuring a robust brand identity was extremely important in establishing a meaningful connection with the farming community, and laying the foundation for building a consumer base. Kisaan’s target audience was diverse – from local farmers with varying tech-literacy knowledge to local and international organizations looking to partner with the company.
Reflecting Kisaan’s commitment to making agritech services accessible to all, the idea was to design a brand that is accessible to the local farming community in its visual language and tone of voice.
Kisaan’s brand was based on 3 core values:
For the logo, we ideated on multiple variations that could effectively convey the brand message. The final logomark was a visual blend of innovation and agriculture.
We ensured that the logomark is adaptable to Urdu to be relatable to Kisaan’s diverse audience.
Kisaan’s brand colors, which are bright and vibrant, aimed to represent hope and optimism. We analyzed competitor brands’ colors to create a distinct palette that makes Kisaan stand out.
A nod to fresh soil and citrus, the color orange also denotes energy, passion, and growth, while purple symbolizes dignity, innovation, and creativity.
We also designed iconography and illustrations for the brand’s communication. The aim was to craft creatives that are bright and dynamic, and accurately visualize Kisaan’s identity and processes.
The icons were in simple line art form, to make the visuals easy to understand. The illustrations were vibrant and bold to make the brand stand out.
Once Kisaan’s brand identity had been planted, it was time to bring it to life. The main branded collateral consisted of business cards, uniforms, and badges for in-store service reps. and in-field lab assistants.
Our most fun playground, however, was the storefronts and service centers. To fully cement Kisaan’s brand, we designed customized graphics for the center locations, including signage, murals, and stickers.
A very crucial part of building the Kisaan brand was developing an extensive photo and video library. We wanted the brand visuals to be culturally relevant, human-centric, and natural; the team conducted shoots to capture Kisaan’s processes, people, and locations, to be used in the marketing and brand collateral.
Part of our plan for Kisaan was to develop a comprehensive website, catering to a variety of audiences including potential partners, investors, and farmers. We conducted a design sprint to start the project off, engaging the key stakeholders in a ‘Think, Feel, Do’ exercise to effectively map our users and their journey. The insight gathered during our design sprint informed the main information architecture of our website. Our primary audience for the website was potential partners and investors.
