Peepu, an agri-tech startup, aims to bridge the gap between farmers and markets through its mobile app.

With a target audience primarily consisting of smallholder farmers, comprising 65% female and 35% male, the challenge was to design an identity that resonated with a technology-limited audience while exuding a friendly and approachable vibe to encourage adoption.

The key focus of the identity design was to align the wordmark with the brand's values. To achieve this, I opted for a simple, memorable, and friendly approach by utilizing lowercase letters with curved forms. This choice aims to evoke a sense of familiarity and ease of use for the target audience.

For the color palette, I drew inspiration from the agricultural domain, selecting hues that would evoke a connection and relatability for the farmers when encountering the brand's various visual elements.

By combining these design elements, the Peepu identity aims to establish a strong visual presence that appeals to the target audience's sensibilities, facilitating their willingness to explore and engage with the app's offerings.