When African Farmers Market entrusted us with their brand and product development, the mission was bold: to revolutionize how Africa's farmers connect to local and global markets using a digitally enabled, human-centered platform. Our challenge was to distill a deeply transformative idea—restructuring Africa's agricultural value chain—into a brand that feels grounded, accessible, and future-forward. We began by crafting a brand identity that embodied trust, traceability, and empowerment. Rooted in earthy tones, modern typefaces, and organic iconography, the visual language speaks to both tradition and innovation. From logo design to storytelling frameworks, every touchpoint was engineered to resonate with smallholder farmers, urban consumers, and global partners alike. On the product side, we collaborated closely with the African Farmers Market team to shape the UX of a decentralized brokerage system—creating intuitive user flows that simplify everything from produce listings and logistics coordination to market access and data transparency. The result? A brand and platform that not only looks good but works hard to uplift Africa's agricultural economy.