The online platform Rooted Farmers, launched in 2019 to support small and medium-sized farms, has introduced a refreshed look. Initially, the brand was aimed at flower farms, reflected in a watercolor logo with a bouquet and a classic Bodoni typeface. Now the company focuses on a broader range of producers, including food-growing farms.
The changes were driven by the specifics of the agricultural field, where the introduction of technology often causes caution. It was necessary to show that the platform was created specifically for farmers. It is clear, practical, and helps with real work. Today, Rooted Farmers users save about 8 hours per week, and 9 out of 10 participants have increased sales by at least 50%.
The floral theme has not disappeared but has taken on a new form. Instead of a watercolor image, a simple figure of a cow named Daisy with a daisy on her tail is now used. The image conveys the idea of a broader audience. The company now appeals not to a single niche but to farmers in various sectors.
The figure of Daisy is designed with attention to detail and effective use of negative space. The silhouette is recognizable without unnecessary lines. The curl of the tail with the flower creates a light accent, although it is placed somewhat unusually and appears to rise from the back. The cow has a characteristic fringe added, giving the image a friendly appearance.
The company name is set in the Chester Place typeface by the Hoodzpah studio, which is preparing it for release. The large letters with soft serifs evoke associations with country fairs and convey a sense of warmth and authenticity. A slight tilt in the lower part of the letter “F” adds individuality and liveliness to the logo.
The brand update was a response to farmers’ skepticism toward digital tools. Rooted Farmers has visually shown that its product is not impersonal software but a clear, friendly platform built on real farming experience.
