E KUTIR
Identity, Strategy,
Collaterals + Copy
As Ekutir, India’s first Certified B Corp, with a commitment to improve the livelihoods of 2 million farmers
across Asia and Africa
by 2025 began to restructure its organizational activity in 2021, diversifying its offerings into Allin, focusing more on the “tech” part of agrifintech and Farmex, focusing on upskilling and training agricultural entrepreneurs, among other ventures, it became evident that the way the brand represented itself no longer worked as intended.To better position itself and its new offerings, Ekutir underwent a refresh of its visual identity, aligning better with its mission to
extend novel, technology-driven opportunities to people at the “bottom of the pyramid,” and to enable impoverished communities to develop sustainably.
“Refreshed but not too far different”
As the logo had already garnered recognition among the circles they ran in both locally and the wider community of B Corps working towards sustainable good, a decision was taken to retain some visual elements that could be “owned” as well as claim identifiability. Pairing the hexagonal mark used as part of the identity before the refresh with a neutral off white and a new brand color, and with the use of archival imagery and a simple style of graphic illustration, Ekutir could maintain the reputation they had garnered, while visually presenting in line with their new objectives.
Along with a new simple logotype set in Sentient, the new brand typeface, designed by the Indian Type Foundry,the hexagonal mark taken from the earlier incarnation of the brand was used, which could then reduce into a simple hexagon in the brand green for use in instances where smaller real estate was available. For the most part, the brand remains as a neutral container for its sub-brands, but in cases of independat usage, the brand’s illustrative style, brand colors and photographic imagery are utilised.