Idea Worth Rallying Around™
Vayda is a bionic, farmer-first organization focused on regenerative agriculture operations.
Vayda has a mission to advance regenerative outcomes in agriculture.
Vayda is a bionic, farmer-first organization. Through its regenerative agriculture operations, they translate their learnings to create a platform to enable other farmers to do the same. By combining regenerative principles and a high-tech approach, they are facilitating the reversal of climate chang while rebuilding natural ecosystems and feeding people healthier food.
- Type New Brand
- Category Agriculture
- Services Strategy, Naming, Identity, Activation
- Model B2B/B2C
Simplify regenerative farming and create a brand from the ground up.
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.
A full discovery into the world of regenerative farming.
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.
- 5-Point Culture Assessment
- 1:1 Stakeholder Interviews
- Strategic Workshops
- Competitive Audit
/ Brand Strategy
Position Vayda as a change agent and face of modern farming.
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.
- Purpose and Vision Language
- Positioning Statement
- Idea Worth Rallying Around™
- Audience Personas
- Key Business Statements (Who, What, Why, How)
- Core Values and Behaviors
/ Brand Naming
Vayda’s name sparked from Sanskrit language.
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.
- Naming Brief
- Conceptual Themes
- Naming Candidates
- Etymology and Rationales
- Advisory and Trademark Orchestration
/ Verbal Identity
A distinct voice that is optimistic, smart, and motivating.
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.
- Voice Pillars
- Voice Persona
- Key Messages
- Copy Beats
- Verbal Guidelines
- Brand Story and Manifesto
/ Visual Identity
A unique brand rooted in the ground beneath our feet.
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.
- Vision Boards
- Logo System
- Color and Type System
- Graphic Elements
- Art Direction
- Brand Guidelines