Growing a Digital Revolution - VEGGA - Advanced Farming by Morillas

VEGGA takes farm management to the next level, giving the farmer full control. But launching such a disruptive business model in a market that was still barely digitized, came with a big challenge: developing an innovative visual identity that was familiar and accessible, and maximized the impact on its key audiences: large farmers, small/medium farmers, agricultural technical advisors, and agronomists. The purpose of this digital platform was to revolutionize agriculture in a smart, efficient, and sustainable way. So, we created a contemporary identity capable of representing precision agriculture, highlighting the technology and intelligence of a digital platform, as well as its essence, origins, and agronomic DNA. The strategy reinforced VEGGA’s agricultural and innovative values and highlighted the expertise and vision of a leader in agrotechnology, giving it a techy, empathic and democratic personality, reflected in the claim "Advanced farming". To create a modern identity that would also be recognizable and representative of the agricultural world, we sought a concept closely linked to the field. We designed a logo that symbolizes the growth of plants, building from the V of VEGGA, an arrow that points down to the earth, and in turn grows upwards, combining it with a typography with technological features, making it perfect for digital media, and reflecting both its rural and cutting-edge components. VEGGA's language is based on the grid maps that divide plots of land. We created a variable grid system that evokes the countryside, while revealing how each solution adapts to each type of farm. With a typography that transmits technology and digitization in a friendly style, and by representing the land with earthy and yellow colors contrasted with a luminous green, we devised an innovative identity rooted in the agricultural world. The UI Kits for the web and the internal management application respond perfectly to the strategy and design, with a language and illustrations that convey technology in an accessible and intuitive way for all farmers.