Hone is a relatively young startup that had no previous branding. The team were previously called 'Rapid Phenotyping', and with the new name needed a new brand. The existing brand had a red primary colour which the team wished to keep in the new brand.

I was engaged to design a logo mark, as well as an overall brand identity and the overall homepage design.

The Process

I began by exploring some logo marks that centred around the idea of 'honing in' or 'targeting' the crop. Below are some design options I presented to the team.
hone

The Solution

Below is the final brand mark. The concept centres around two merged idea - the end of an arrow (relating to the idea of 'targeting' the makeup of the crop), and also the wheat imagery which the Hone team are keen to use as they are targeting wheat farmers.
hone
Overall, the Hone team wanted the brand to be friendly and approachable. I therefore created a few illustrations to include on the homepage to explain the product. This was also great as the team only had wireframe UI in development at the time, and therefore wanted to show abstracted/illustrated screens and not the actual product itself, as they are in the process of refining it.
hone
hone
With the homepage hero, one of the team members had the clever idea to show a responsive illustrated hero which is either showing a day or night scene, depending on the time of day you are viewing it. This is a nice little detail which helps the user to relate a bit more to the product.
hone
hone


Details

Type:Branding, Product Design (Web UI)


About

Hone is a chemical testing product that makes it easy for farmers to test, analyse and predict the chemical properties of crop samples. Their physical products, as well as their iOS and Web products, helps farmers to 'hone' in on the finer details of their crops.