A prominent biotech start-up that focuses on fresh produce shelf-life extension solutions during transit, storage, and retail, was going through notable changes and restructuring, leadership began to toy with the idea of a new name, a new brand to visually represent the new and improved company. I was tasked with researching new name options and brainstorming some brand concepts.
I started with names. The goal was for the name to reference the industry more than the current name, and potentially to highlight the company's main product. Leadership was set on keeping a leaf as theor main logomark, but was open to exploring more creative interpretations of a leaf. A series of leaf logomarks, and various names and wordmarks were created during the sketching process, here is a sample of them.
The final logo and name was chosen because the name Agriway highlights the agricultural industry and the "way" mimics the company's main product. The leaf logomark was chosen because it highlights the supply chain with forward motion and subtle, nuanced shapes.
With the brand direction chosen, I then went on to explore different ways the brand manifests — with website design, business cards, brochures, trifolds, and other sales and marketing collateral. The brand direction is bright, vibrant, and juicy — highlighting the fresh fruit and vegetables the company treats and protects. The fluid movement mimics the motion in the logo, and the clean and impactful style highlights the information, using iconography and isolated macro fruit photography to emphasize the work with fresh produce.
