Kisan First : Setu

Brand Name
Setu

Why the name?
The name is functional as it talks about what the company does- bridging the gap.
Designing the brand

Its personality and values – The brand can talk about the direct link by which you are getting the produce. This can be articulated as- ‘you are using a product direct from the farmers, so you can be rest assured about the products authenticity.’

Story
The brand needs to emerge as a different brand which should not be marketed on the base of the welfare of the farmers directly . ‘It should rather bank on the fact that it’s a good deal for you to consume a product direct from the farmers.’

The profit of the farmers should be the secondary image of the brand. Both can provide market to the brand by redundancy.

The products that the company wants to provide are probably available in the market (preserved foods). The imagery of food brand can be a borrowed from the existing brands.

Metaphors
The brand comes up with metaphors of connection and journey. The brand talks about the change it promises for the farmers in long run. It also talks about your direct connection to the farmers.

Visual positioning
1. Emotional Economic – form based graphic
2. Economical and functional- Less graphics, less form

Impression drivers
The brand should bank on the authenticity of the produce that you get directly from the farmers.

Experience drivers
The discovery of the brand by a customer should invite him/her for exploration. It should be different and attractive enough to ask for such explorations.