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Tecrop Brand Creation

Tecrop Brand Creation

The 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 startup is a team of IT-specialists and agronomists. They are on a mission to provide farmers with digital solutions in order to make their work easier, more efficient, and less expensive.

Our goal as a branding agency 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 “green” and at the same time technological company.

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.

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

The unique landscape with nature- and human-formed boundaries is a direct analogy to the brand idea itself, which stands at the intersection of nature and technology.

The logo has square shapes. This stable base gives it technical and sustainable feeling. In this case, natural green and orange colors look more artificial. These artificial shades of natural colors add technological and modern feel to the brand palette.

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, which resemble map design.

This design elements can serve as frames for textual content or images and can also be used as infographics to demonstrate big data.

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

CREDIT

  • Agency/Creative: Electric Brand Consultants
  • Article Title: Tecrop Brand Creation
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: Georgia
  • Agency/Creative City: Tbilisi
  • Industry: Agriculture, Technology
  • Keywords: WBDS Agency Design Awards 2022/23

  • Credits:
    Creative Director: Beso Turazashvili
    Head of Account: Daria Vorobyova
    Project Manager: Elizaveta Gasheva
    Head Strategy: Dimitrina Mitakova
    Design Lead: Irina Skabelkina

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