Summary
How should a group of African tech entrepreneurs take their innovation model to scale and deliver generational wealth for smallholder farmers? Dan’s branding advice was to lean into the ‘enterprise’ aspect of their ‘social enterprise’.
Challenge
Agriculture in sub-Saharan Africa is a $400 billion industry where only 2% stays with the farmer. The majority of African smallholders can’t get credit – less than 30% can afford the agrochemicals their crops depend on. Yet, in a world threatened by food insecurity and climate change, digital empowerment of farmers holds the key to sustainable growth.
Insight
Nobody talks about the aspirations of smallholder farmers. The development narrative is dominated by terms like ‘beneficiaries’, ‘survival’, ‘making ends meet’ or a ‘living income’. The reality is that every farmer is ambitious for a better education, life and future for their children.
Strategy
Make more profit, make more impact. A promise that helps Farmerline to compete more effectively for talent, partners and investment. Digital access not only puts knowledge and finance into the hands of farmers but also generates the data that big corporations need to ensure a sustainable, efficient and fair food supply chain. It’s a win-win.
Expression
The Ascending Identity. Farmerline’s scaling ambitions have inspired a bold typographic identity with an upward slant. The vibrant colour is an audacious choice in the sector. And it’s a brand that makes a statement on lorries driving through farmland.
Impact
A homegrown tech business that started 11 years ago with $600 is now valued at over $100m. In September 2022, Farmerline received US$14.4 million in Series A financing.
Founder, Alloysius Attah, has just been selected as a Young Global Leader for 2024 by the World Economic Forum for tackling critical challenges facing humanity, in particular Farmerline Group’s mission to build long-term wealth for farmers around the world.
Recognition
Transform Awards Europe. Best visual identity: agriculture, bronze, 2024.
Appreciation
“We are changing our branding: we are saying the right things, doing the right things, and investors are paying attention. The effect of this project will be more resources, more revenue, more talent to achieve our goal of lasting profits for farmers.” Alloysius Attah, Farmerline Co-Founder & CEO.
Methods
An extensive listening exercise. Dan led one-to-ones with the CEO, ethical investors, maize-growers on the Burkina Faso border, and the entire value chain of stakeholders in between. He translated what he heard into a unifying message that resonated with people.
Credits
Designer: Jamie Breach / Creative Director: Alan Dye / Client: Alloysius Attah / Client Managers: Kate Illingworth, Sophie Knowles
