At the heart of the new design is a motif of interlocking leaves, symbolising farming and growth, while the overlapping lines talks to the connectivity Wefarm strives to provide for its members. In its primary form, the colours used are a bright green and red, along with royal blue and navy. The motif lends itself to multiple applications and uses and performs a key recognition task on uniforms, signs and equipment.
It is part of a wider brand world that BMB has devised for Wefarm. This world also includes a series of icons to be used in communications, representing various areas of farming, from various kinds of produce and livestock to tools and mobile phones. These have been designed to work alone or as graphic repeat patterns.
BMB’s branding reflects Wefarm’s vision to connect every small-scale farmer with the people and resources they need to achieve their full economic potential.
Alex Sonnenberg, Wefarm’s VP of Growth, said: “As Wefarm enters the next stage of its growth, we are working hard to deliver on our vision for the millions of members rapidly joining our community. BMB’s work on our brand is a vital step as we expand our presence, and the result is an inspiring visual representation of what we stand for.”
David Bain, Chief Strategy Officer at BMB said: “We are proud to provide Wefarm with the branding their extraordinary business deserves. This has been a rare creative challenge, to find a visual identity that works as well in the Rift Valley as Silicon Valley and in our vibrant, simple and modern new brand identity we hope we have done just that.”
BMB was appointed by Wefarm earlier this year with a brief to update their brand and reflect its mission to facilitate the success of the small-scale farming community.
Small-scale agriculture is the biggest industry on the planet, producing 70% of the world’s food and employing over one billion people globally. But the community is largely disconnected – from the internet, their wider community and their collective buying and selling power. Wefarm has created a platform to solve this problem for farmers even if they don’t have access to the internet. By using a free SMS service, farmers can connect with the community’s marketplace and share or access knowledge to answer their farming questions. It currently has over two million members.
Wefarm raised US$13 million in a Series A round of funding announced in October 2019. So far, 6 million farming related questions have been asked, and farmers have shared over 12 million responses to help. Wefarm’s members have also saved over $350,000 in total by buying farming inputs through the Wefarm platform.