Case Study

— Vayda

Unlocking the secrets of the soil

Vayda is working towards a world where regenerative agriculture is the only option for growing food – because it soon will be. Vayda empowers farmers, arming them with the knowledge to fix and grow. They’re giving investors a better way to add value back to our earth. And they’ll eventually give everyone access to food that’s packed with nutrients and farmed more fairly.

What We Did:

  Leadership Workshops
  Culture Analysis
  Brand Strategy
  Messaging
  Verbal Identity
  Visual Identity
  Art Direction
  Merch Design

I. Brand Immersion

Building a regenerative farming brand from the ground up.

Vayda’s offering was complex. At Motto, we’re not farmers or scientists (yet) however we had to learn how to think like ones and then simplify that offering. We were able to tease out industry knowledge from senior stakeholders, decoding their cursive knowledge and making it digestible to outsiders. We simplified what Vayda does in a way that anyone could understand which had been a challenge for them. What Vayda was offering was incredibly new – by making it more comprehensible, we could get people to buy in sooner.

Motto gave Vayda a new name, identity, and the tools to grow in the agriculture space. A brand that was fit for the future of regenerative farming.

II. Strategic Direction

Rekindle the earth’s spark.

Motto created a condensed version of our usual workshop offering, tailored to fit Vayda’s specific needs. We invited investors, C-suite staff and agricultural specialists to a carefully designed workshop to define the ‘what’, ‘why’ and ‘how’ of their brand.

Together we discovered the answer to these questions, as Motto’s workshop facilitator helped uncover the brand’s archetype – the magician. Symbolic of power and transformation, magician brands are galvanising forces for good. As a brand invested in the natural world, the caregiver initially seemed like a strong contender. But the power of the magician became a unanimous favourite, as the brands future as a changemaker came into focus.

III. Idea Worth Rallying Around

Spark Change

We create a brand motto for every brand we work with – a memorable word or a turn of phrase that underpins every story we tell. To spark change in agriculture in a replicable way, Vayda uses a little help from technology. But not at the expense of the earth. Vayda’s innovative methods encourage and transform – they’re a galvanizing force for change.

IV. Finding the Name

Vayda hid in the Sanskrit language.

It started with a tight naming brief. Likes and dislikes. Names that existed and were admired. We dug into the emotional response a good name can give you and the less inspiring feelings a bad one can.

A tailor-made naming workshop took us on a journey together, with Motto’s naming experts leading the charge.

We looked for the new name in well-marked paths and new mysterious avenues. The natural world gave us earthy sounds. The world of the magician took us in an ethereal direction. But mother earth’s influence drew us to a feminine feeling. We mixed up words, created new ones and explored further afield to find the new identity.

The word ‘vada’ means “knowledge” – something our brand has a wealth of. A feminine and soft-sounding name, we added a ‘y’ to make it more unique and ownable.

V. Verbal Identity

Optimistic, smart, motivating, visionary.

When Vayda speaks, they are lofty and positive. A collective of people who believe in solutions, not problems, Vayda is armed with the knowledge that will change the face of modern farming. This sunny outlook invites you to ask questions, to find out more. A unique understanding of the ground beneath our feet has the power to bring about real change. But Vayda is inclusive to the end. Believers in the collective power of people, Vayda sparks conversation in the agriculture community, speaks to investors and engages consumers alike. Everyone has a part to play.

VI. Visual Identity

Connecting it back to the earth.

Tying together complex strands for the uninitiated was bolstered by a strong visual system. Inspired by the cyclical nature of regenerative farming, Motto created a set of symbols that represents 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.

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