Building the Visual Brand Identity for the pro-famers, agro products startup, ProRuralz.
Mission:
As a startup that aims to support farmers and bring their produce in unadulterated form to the consumers via their brand, ProRuralz needed to standout in the crowded market. Our mission was to help them gain better insights into their brand and design a logo that would identify them strongly & clearly.
Outcome:
We suggested a brand discovery workshop to gather information that could be later used in the brand building process & parts of it for designing the brand identity. We advised them on which of our services would be beneficial to them and recommended strategic branding, visual identity design & package design.
Impact:
The brand discovery provided better understanding & gave them new ideas for brand & business growth. The logo design resonated well with them and their customers.
Services:
- null
- Brand Discovery
- Brand Guidelines
- Logo Design
Story:
Proruralz is a startup in the food and beverages space and has a very strong mission & vision to accomplish. They were launching a host of products under the brand name ProRuralz and were looking at brand identity design. Our mission was to help the brand understand themselves better and to create a visual identity that would resonate with the brand and the people who interact with it.
ProRuralz has a very strong mission of supporting farmers and getting their fresh and authentic produce to customers via their brand. Their vision was to build a community that respects the hard work of the farmers, creates awareness about good quality food products and make it available to the customers by building a business & brand around this idea.
Sujatha Muthanna, one of the directors of ProRuralz got in touch with us to know and understand about how branding can benefit them and also get a Logo designed.
After gaining information about the idea behind the startup and their vision, we advised them on the services that they could benefit from. As a new startup business, looking to launch a set of products in the competitive market, building a brand and having a strategic map laid out would help. Besides that a strong brand identity system/or visual identity along with good package design would make sense.
We understand the budget constraints of a bootstrapped startup and hence offered them a phased engagement. They decided to start taking baby steps and chose to start with the getting a logo designed.
We recommended they begin with a brand discovery. A brand discovery would give them information and insights that can be later used for building a strong brand, mapping out their customer persona and laying out strategic marketing plans. We planned to use this for creating the brand guide and crafting an apt brand identity.
The brand discovery workshop we facilitated with two of the directors of the company brought in much joy and lots of ideas and insights for all of us. We defined the brand and the brand personality; we listed out the target markets and touched upon customer persona and USP.
We started the logo design process and were ready with 3 initial designs within a week. This is when we encountered some resistance from the a few other board members. They did felt the designs did not resonate with them.
One of the main requests we make to our clients is that all the directors/decision makers be present and participate in the brand discovery workshop we facilitate. This is important because this helps everyone know and understand each other’s point of views and we do not move ahead before making sure everyone is on the same page as us and getting a go ahead for the direction the brand needs to take.
In the case of ProRuralz, due to their internal policies and other work, 3 board members had given the workshop a miss and we were now evidently not on the same page!
We decided facilitate a meeting between our founder & creative strategist, Mahima and the 5 directors of ProRuralz. The interaction during the meeting brought out the clash of opinions amongst the directors and gave also us an idea of where the resistance was coming from. After understanding and addressing the concerns of each person on the board and getting some inputs individually, we set out to work on a new set of designs.
We were running out of time but determined to not postpone the delivery. We presented our next set of 3 designs again within a week and bingo; we had hit the target right this time. With minor revisions to the design & the color palette, the logo was successfully completed with happy people on both the sides.
We are happy to have worked with ProRuralz, a company that takes up its social responsibility so seriously and supports & respects the food producers and the consumers equally. And we definitely look forward to collaborating with them in the future.
Client Testimonial
We worked with Mahima to have a logo designed for our startup, ProRuralZ India Pvt Limited. She understood our need and gave us a lovely logo that represented the earthy yet contemporary style of our product. She did a good job.
We had a good experience and would come back to her again for our creative & branding requirements.
– Sujatha Muthanna
ProRuralz India Private Ltd
