A prominent biotech startup specializing in fresh-produce shelf-life extension solutions—spanning transit, storage, and retail—entered a period of significant organizational change and restructuring. With this evolution came an opportunity to reassess the company’s identity. Leadership expressed interest in exploring a new name and refreshed visual brand that more clearly reflected the organization’s mission, industry, and flagship technology. I was tasked with leading this early-phase exploration, researching potential names and developing corresponding brand concepts.
The naming process became the foundation of the project. The goal was to create a name that spoke more directly to the agricultural sector than the existing identity and, ideally, alluded to the company’s core product. While leadership was committed to keeping a leaf as the primary logomark, they were open to more abstract or creative interpretations of this symbol. During the sketching and discovery phase, I produced a broad range of naming directions, leaf-based icons, and wordmark studies, several of which pushed the visual language beyond traditional agtech aesthetics.
The final selection—Agriway—was chosen for its clarity, industry relevance, and subtle connection to the company’s key technology. The word “Agri” anchors the brand firmly within agriculture, while “way” mirrors the function of the product, which guides produce safely through the supply chain. The selected leaf logomark reinforces this concept: its form suggests forward motion and continuous flow, using gentle curves and nuanced shapes to represent progress, movement, and protection throughout the supply chain.
With the brand direction established, I expanded the system across key applications, including website layouts, business cards, brochures, trifolds, and sales and marketing collateral. The visual identity centers on a bright, vibrant, and juicy color palette inspired by the fresh fruits and vegetables the company helps preserve. Fluid graphic elements echo the motion embedded within the logo, while a clean, spacious layout ensures clarity and impact. Iconography and isolated macro photography of produce serve as focal points, grounding the brand in its mission and emphasizing its connection to freshness, quality, and innovation.
