We wanted to build a logo which can be understood by even the most grassroot level customers and that they can relate to, and feel trustworthy. The concept initially started with the words (agro +tech) and we wanted to include the natural as well as technological aspect of things. In the end we decided to go with the image of tilled ground with a sapling growing out of it. While the major focus is on the sapling, the ground gives it structure and stability. This is what we wanted to communicate as well .
The brand guide book was created to help maintain a unified branding across different platforms and sections, and as the brand grows into something bigger, we will be able to branch out while still maintaining the same language.