Farm to forever: Crafting an identity for a decades-old South-Indian agro company that’s gone global.
Client
Vashini Agro
Industry
Agriculture
Duration
4 months
Year
2023
Scope of Work
Brand Identity Digital Design
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Crafting the identity and visual design for Vashini Exports, a company of 4th generation farmers in Pollachi, Tamil Nadu whose produce has crossed borders to reach 25 countries.
THE CHALLENGES
The markets were massive, and understanding them took some work. On one hand, we needed to create a visual identity that conveyed their experience, scale, expertise and tech while appealing to B2B partners on a global scale.
Within that bigger picture, we needed to create a recallable brand through Vashini’s Pollachi coconuts, making it identifiable as a specific delicacy to consumers in multiple international markets.
A HAPPY FRONT
The visual system subtly encapsulates the delight that comes from eating Vashini’s produce as well as growing it on a family farm. The rounded, friendly type stands tall and proud like Vashini’s acres of coconut trees.
The sticker-like motifs add a playful touch, with a vast icon set encompassing everything from its fruit, to natural elements, to the technology and processes of their global exports. Using these on creatives make Vashini the brand seem like a happy representation of a colourful Vashini farm in Pollachi itself.
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Keepin’ it Fresh
The inspiration for the colours and identity came from the freshness and juiciness of Vashini’s produce. We brought those qualities of the fruit itself into the visual language to make it a feast for the eyes. This primarily came through a bright colour palette of yellows, oranges, greens and browns — a perfect snapshot of a typical Vashini farm itself.
Harvest Green
#1A3D21
Orchard Olive
#DDEBAD
Field Fern
#BAD65B
Harvest Sun
#FFCF59
Sunset Gold
#FDE19D
Rustic Terra
#F49D2A
Vashini’s decades of experience has made them leading experts, and their modern approach has given them the push to go so far. We hence designed Vashini’s visual identity to be young and scalable, making it stand out in a sea of agro and export brands while acknowledging its legacy, with its logo being a stylised coconut tree with the year Vashini was established.
A Timeless Legacy, A Visionary Future
We hence designed Vashini’s visual identity to be young and scalable, making it stand out in a sea of agro and export brands while acknowledging its legacy, with its logo being a stylised coconut tree with the year Vashini was established.
RICH VISUALS FOR RICH PRODUCE
The design identity was supplemented with photography from the Vashini farms that show its unending acres of farms with trees swaying in the wind, close-knit teams working to grow goodness, and Vashini leadership being involved at the grassroots level.
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Crafted with a vibrant visual identity boasting colors, fonts, and icons that you want to take a bite out of, our design system speaks volumes, charming both seasoned exporters and curious grocery-shoppers from distant lands. And when it comes to individual Vashini produce, our branding shines, ensuring it commands attention amidst the bustling aisles of any crowded grocery store.
Our collaborators for this project
Divya Ramesh
Copywriter
View profileSrimanikandan Purushothaman
Photographer
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