Gramcover Brand Identity

Gramcover is a tech-enabled insurance marketplace for rural India. They are focused on development and brokerage of rural insurance products to farmers. They aim to reduce costs and increase penetration in rural areas by leveraging technology and innovative distribution approach.

We in collaboration with StudioCode designed a brand identity which resembles rural India and also captures the meaning of insurance. Having its presence in the rural sector we also created the brand mark in Devnagari so that every individual can understand the company and its values.

Designed by Amrita Dasgupta & Umang Dedhia

Throughout the process of concept exploration, we also abstracted ideas like Shelter, Agriculture, Growth and Safety into basic recognisable forms and used those to create the line drawings. We kept the abstracted form nebulous enough for the viewer to imagine other visual metaphors as well - technology and movement among others.

We also worked on Spatial Design for the Gramcover office. For the purposes of maximum effect with minimum work, we proposed design interventions along walls to continue the brand identity through the office space - Interior Office and Conference Room.

Our idea was simple - Walk with a line. Single continuous line with vignette Illustrations to show all the safety and insurance services covered by Gramcover - home, crops, horticulture, tractor and equipment, farmer health and fire safety, cattle, etc.