​​Vertical farming software brand​

To create and extend new farming technologies

One of the most important challenges facing the world in the 21st century is the unprecedented population growth. It requires a more sustainable approach to agriculture, providing people with healthy food without high ecological footprint. iFarm, a Russian company and a resident of Skolkovo, is addressing this problem with vertical agriculture, which maximizes the used space utility. iFarm manufactures robotic smart farms for year-round cultivation of products and develops software for such farms. As the company enters a stage of rapid growth and intents to enter the global market, iFarm commissioned our agency for rebranding.

Challenge

Increase in the product offer became one of the reasons for rebranding iFarm has been simultaneously developing several different products and services: the assembly and installation of vertical farms, the development of a shared engineering and logistics platform for modern automated closed farms, and the sales of own-grown produce.

The company needed a brand that would combine the company's affiliation with several industries at once, being of interest to both business and the end consumer, and creating the image of a “green”, but at the same time technological company.

Solution

Searching for solution, we carried out a vertical farms market study, with special attention to the analysis of trends in IT companies branding.

As a result, we created a platform for the parent brand, based on the idea of a sustainable partnership of thousands of people and companies, which together can improve the lives of millions of people on Earth by the means of innovation in data use.

Based on this platform, we created a new brand name – Nurion – and developed brand architecture that separates b2b and b2c communications.

Vision

To create and extend indoor farming technologies to enrich lives of every person on Earth and fulfil the basic human right to have access to affordable, desirable and nutrient-rich products

Mission

To deliver a global customizable platform to urban farmers around the world in order to allow them produce locally only what is needed at a certain point and at a certain place

Values

• Sustainability

• Innovation for change

• Responsiveness

Brand Name

Our study showed that the most successful brands that offer innovative solutions have abstract names, thereby differentiating themselves from competitors with traditional approach and products.

We suggested the name Nurion that reflected the global brand vision through a chain of associations: we nourish: plants, people, innovation / farming technologies nourish the plants allowing plants to provide nutrition to the people.

Design

Nurion provides plants with a special environment where they receive all the necessary nutrients to grow and bloom, just like the atmosphere protects the planet Earth and makes life on it possible. This association led us to the image of the ether, one of the most significant concepts of ancient and medieval natural philosophy.

The resulting design concept embodies the connection between technology and magic behind the miracle of nature. We combined its soft colors and blurry forms with clear font lines and extensive use of infographic elements, conveying the visionary idea.

Logo

We developed a unique logo style based on a modular system. It combines smooth natural outlines and geometric lines, creating an association with science and technology.

Brand Architecture

In order to differentiate the company's product and service solutions, we developed the brand architecture. The proposed system empowered the parent brand, which had both b2b and b2c attributes, by adding the sub-brand name to its designation. This allowed expansion of the company's product and service range in the future.

Colors & Fonts

The color scheme contains both natural and technological colors, they fuse together and flow from one to another.

Brand Element

Light flashes create abstract color spots that flow smoothly from one shade to another, using the entire color spectrum.

Imagery

The style of images demonstrates how nature harmoniously merges with technology. Photographs may include both product images and vertical farm structures. Images of freshly cooked meals are preferable for communication in lifestyle media.

Grid system

We developed a layout system that included branded elements and colors, as well as the vector images of plants: pictograms of greenery, vegetables and berries.