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WayCool

Re-imagining India's food supply chain.

Branding one of India's fastest growing Agri-Tech companies

Tasked upon building a brand language and driving social impact while transforming India's food economy. WayCool aims to positively impact the lives of 500,000 farmers. With this goal, WayCool's operation has spread across product sourcing, food processing, branding and marketing, last mile distribution, and farm inputs. This gives WayCool end-to-end control over the food value chain.

WayCool currently handles 350+ tonnes of food products per day, across 18,900 clients, and from a network of 50,000+ farmers in more than 50 regions in India. WayCool’s products include staples like rice, pulses, wheat flour, dairy, and value added products.

BRANDING

Branding is so much more than a logo. The true power in a brand lies in the identity of the brand, and understanding the brand personality is a great way to unlock a brand’s essence”

CHALLENGE

  • Build Brand Personality, Brand Values, Brand Tone
  • Convey its core values to all key stakeholders with a strong Visual Identity
  • Develop a relationship between Brand and Employee

STRATEGIZE

The plan of action commenced with creation of a strategy. Using a series of research methods, including personal interviews, surveys, and stakeholder analysis, Fingerprints developed Waycool’s new market positioning. After analyzing the collected data, Fingerprints identified Waycools brand pillars, voice, and messaging.

Hungry. Humble. Humane.

BUILD

With a strategy in place that aligned with the brand vision, Fingerprints established a robust brand foundation by focusing on two main objectives:
1. Modernize Waycool’s brand perception
2. Translate its vision to all key stakeholders

BUILD - IDENTITY

A blossoming flower signifying constant growth. 3 leaves identifying the core values - Hungry, Humble & Humane

See our thinking in action.

Sunny Bee

Taking a physical store online and bringing their customers to them.