CLIENT & BRIEF
Samaaru is a venture committed to empowering farmers and people from adjacent sectors through agri-value chains. The aim of the brand is to meet the financial needs of businesses that are underserved by virtue of size of geography and become India’s largest digital rural financial services company.
The brief was to create an identity for Samaaru that resonates with the benefitors and delivers the essence of the brand.
We decided to leverage the intent of the brand – to be the community member, family or friend in times of need. The imperfect shapes and friendly font breaks the structural clutter and adds softness to the digital financial app services.
We worked towards our insights and iterated some logo options before testing them with our core target group.
There was a clear winner among the tested option - brighter horizons in your hands.
We created icons based on the brand aesthetics of having no-so-perfect shapes and maintaining a hand-drawn feeling.