Vinsight to Bountiful: New Brand Identity and Digital Design

Brand Strategy and Identity

Digital Marketing Website

SaaS Product Design

Our Role

Design Rocket was brought in to define a brand transition from the original product Vinsight, to a new broader brand. The task was a full end-to-end rebranding, from the name and logo to the online experience and product design.

The Challenge

Then Vinsight, now Bountiful is a start-up in the AgTech space. Unlike the incumbents, they empowers farmers in the specialty crop space to make better decision through data and transparent markets. By combining machine learning and weather, satellite, geographic and historical data, Vinsight turns complex information into actionable insights for farmers.

Vinsight was expanding from grape forecasting to a wide range of specialty crops and looking to change their name and rebrand to better tell their story. We were given full reign to re-think the Vinsight branding from colors, messaging to the full brand and digital visual system.

Solution

In a competitive analysis across AgTech companies we found that Vinsight’s look and feel was overly technical and complex. We saw an opportunity to create a brand that was intelligent yet relatable.

We started by brainstorming potential names, taking references from Greek Gods to harvest analogous. We landed on the new name “Bountiful” as it felt earthy, grounded and we felt it would speak to the farmers who were seeking Bountiful harvests.

With the name in place, we build out the brand story through deep dive exercises with our client. This was then explored in visual terms by creating a series of themed mood boards with variety of color and font options. The selected direction was the human-first option with purple and yellow colors to signify positivity and innovation.

We extended the selected visual direction a full visual system from colors, typography hierarchy, patterns, graphics, photo guidelines and UI style Guide. The brand came to life in the website and platform redesign.