Vayda

Vayda

Vayda

Vayda

Vayda’s core business is complex, and the leadership team needed help codifying it. Motto® set out on a mission to extract Vayda’s cursive expertise and make it digestible to outsiders. Once the core offer was simplified, we could create a strong brand in the marketplace.

We’re not farmers or scientists at Motto®—yet we had to learn and think like ones. What Vayda was offering was incredibly new – by making it more understandable, we could get people to buy in sooner. The first steps in our work together are designed to unlock the secrets of the soil and learn as much as possible about how their business works.

Motto® created a scalable workshop tailored to fit Vayda’s specific needs. We invited investors, C-suite staff, and agricultural specialists to a carefully designed workshop to define their brand’s ‘what,’ ‘why,’ and ‘how.’ Together we discovered the answer to these big brand questions.

Motto® began the Naming phase with our signature Naming Workshop. Our senior strategists led core stakeholders through a facilitated brainstorming session. We sought a name rich in wordplay which could enable us to create pathways for messaging. The natural world pointed us toward earthy sounds with a feminine feeling. We mixed up words, made new ones, and explored the Sanskrit language. We landed on the term ‘Vada,’ which means “knowledge.” We tied that core theme to the knowledge of the land, something the Vayda brand has roots in. We added a ‘y’ to make it more feminine, soft, unique, and ownable.

The Vayda verbal identity is lofty and optimistic. A collective of people who believe in solutions, not problems, Vayda will change the face of modern farming. This sunny outlook invites you to ask questions to find out more. Believers in the collective power of people, Vayda sparks conversation in the agriculture community, speak to investors and engages consumers alike.

Tying together complex strands for the uninitiated was bolstered by a robust visual system. Inspired by the cyclical nature of regenerative farming, Motto created a set of symbols representing the different stages in Vayda’s process. From the precision tracking system for the crops to the natural elements of growth and sunshine, the unique icons neatly tied together Vayda’s offering. This flexible and functional design can be used in any format or platform, giving the team at Vayda an identity that never stops growing.