Crust
Crust is a fintech company committed to advancing agricultural prosperity throughout Africa. We achieve this by offering straightforward, innovative, and dependable financial products and services to all participants in the agricultural value chain.
The challenge was to create a brand that visually represented Crust's mission of Partnership, Community and agricultural prosperity in Africa while maintaining a modern and approachable feel. The visual identity needed to incorporate earthy tones and greens to symbolize agriculture and growth, the typography clear and modern, ensuring legibility and professionalism. Imagery should focus on showcasing the vibrancy of African agriculture, featuring diverse people and agricultural landscapes, to connect with the target audience and convey a sense of empowerment and growth.
The use of an arrow formed by connecting five boxes serves as a powerful representation of progress and growth, direction and Community. Each box symbolizes a stage or element within the agricultural value chain, visually reinforcing Crust's commitment to supporting every participant in their journey towards prosperity. The choice of colors, including brown, green, and Sun Orange, further amplifies the brand's connection to agriculture. Brown represents the earth and the foundation of agriculture, while green signifies growth and vitality. Sun Orange adds a dynamic touch, evoking the energy and warmth of the African sun, which is integral to agricultural success on the continent.
