2024
BMA BRAND REFRESH
BARBRA MUZATA & ASSOCIATES
Copywriting · Visual Identity · Web & UI Design · WordPress Website Development · Custom Website Coding · Collateral Design
CONTEXT
When branding in agri-tech, our visual language often focuses exclusively on agriculture and technology. In most cases, we overlook the very people these tools are built for: the farmers. When Kvuno launched as a Solidaridad project in 2019, the goal was to tell a story about innovation: an NGO project providing digital solutions to smallholder farmers in Mozambique. And, as expected, its logo at the time leaned heavily into the “tech” narrative. When it was time to transition into an independent social enterprise, its mission expanded from just providing digital tools to creating sustainable wealth for small-scale farmers in Southern Africa. So, when the Kvuno team asked me to help them build a new identity, to reflect their new chapter and attract donors and other global partners, I had one question:
“How do you build a brand identity that speaks to farmers and still wins over global partners and funders?”
STRATEGY
It all boiled down to a balance between structure and chaos. So I looked at professions that already navigate this tension: industrial designers, artisans and architects. Their rough sketches with faint guiding lines, and the technical drawings with grids and measurements. They don’t hide the process; they show it off! That transparency became my guiding principle. The final mark honours the scribble but introduces subtle structure through grids, geometry and typographic cues. The rough, sketch-like finish of the letter “b” pays homage to the scribble, while the grid delivers on the promise of refinement. And a bonus layer, the letter b also doubles as a quotation mark, because BMA’s identity is rooted in storytelling.
OUTCOME
The identity struck the right balance, and Barbra loved it! Beyond the logo, it gives her business a polished, professional visual identity system that extends into a full suite of applications. From letterhead and business cards to social media graphics, a website and a PowerPoint template, this brand refresh gives BMA the visual consistency it needs to attract clients online and offline.
Brand Content & Strategy: Barbra Muzata
Messaging Architecture & Web Copy: Thato Mpshe (with content from Barbra)
Visual Identity Strategy & Design: Thato Mpshe
Website UI/Visual Design: Thato Mpshe
Web Development: Eugenio Uamusse