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.

samaaru_brief logo
APPROACH

To better understand our target audience
and their need for such a service,
we gathered insights through research.

APPROACH

To better understand our target audience and their need for such a service, we gathered insights through research.

APPROACH

To better understand our target audience
and their need for such a service,
we gathered insights through research.

samaaru_text insights

Basis the insights gathered we decided to conceptualise Samaaru as a community member that will help you in times of need versus a banking institution that lends money.

LOGO ITERATIONS & FIELD TESTING

We worked towards our insights and iterated some logo options before testing them with our core target group.

samaaru_image grid
samaaru_field test1
samaaru_field test2
samaaru_field test3
samaaru_field test4

LOGO

There was a clear winner among the tested option - brighter horizons in your hands.

samaaru_logos
samaaru_milkman
samaaru_visiting cards
samaaru_book
samaaru_tshirt

We created icons based on the brand aesthetics of having no-so-perfect shapes and maintaining a hand-drawn feeling.

Samaaru_Icons_Anim_1

WEBSITE

samaaru_website1
samaaru_website2
HB_Cover

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