Responses by Menta Picante
Background: EcoGround is a company of investment funds focused on sustainable agriculture. It was created with the intent of improving the lives of farmers in small communities and involving stakeholders in sustainable investments; that way everyone gets benefitted. The target audience is mainly people with interest in sustainable agriculture who seek to invest their money in an environmentally friendly investment portfolio.
Reasoning: The identity relied on the balance between the stakeholders, the farmers and EcoGround. We created forms that fit together, and made structures with different colors that point out the different roles involved in the process going from a sprout to a grown plant to produce.
Challenges: It was a new business that we had never heard of, so the challenging part was trying to fully understand the brand. It also had to speak to adults from the ages of 30 to 45, so it had to be playful, but also serious.
Favorite details: We love how the shapes resemble river stones. They represent the idea behind teamwork, and how they overlap to create a bigger structure.
Specific demands: The client trusted us in the beginning, so they gave us creative freedom to experiment with the proposal. It’s very satisfying when a client gives you this kind of freedom, so you can explore different outcomes that can turn into a memorable brand.
Anything new: We had to learn a lot about the company and the farming projects it has. It’s always fun for us to get to know about the companies we help. We found super interesting stuff that we might have otherwise missed and, often, we find ourselves amazed by our clients’ companies. We feel it’s similar to the documentary, How Do They Do It?