Kshema
Kshema is India’s first fully digital D2C farmer-focused general insurance provider. I worked towards redefining its identity to help it resonate more deeply with its core audience - the farmers.

Project Overview
Project Details
Insurance
Industry
Hyderabad
Location
2024
Year
Parentheses Studio
Team
Lead Designer
Role
Re-Branding
Strategic Thinking
Work
Print Execution
Web Design
The old Kshema identity was characterised by its crane emblem — a symbol of agricultural support and flight. It served well to establish its foundation but as the brand grew — both in terms of revenue and scope of offerings, — they soon saw the need for a more inclusive, direct, and impactful visual language with a defined, stable and scalable system.
Logo Concept
The crane, while an important symbol for the brand, needed an upgrade. I was experimenting with multiple crane motifs, but over multiple explorations, the "wing" of a bird was integrated with the letter 'K' in Kshema, and became a symbol of the young crop that sprouts from the ground.
The new wordmark turned out to be a simple yet significant one, grounded, bold, in the hues of the sky and warm fields, and an evolution and a reflection of what came before.
Kshema's old logo
New logo
The brand font - Helvetica - was chosen to reflect the brand’s core beliefs of trust, security, and professionalism. To ensure inclusivity across India, Anek was chosen as our regional language typeface. These allowed us to communicate consistently with our diverse audience.
Illustrations
The team created illustrations that captured the essence of a farmer's daily life. These use isometric structures to depict relatable scenes from crop cultivation to handling insurance documents — making the design system more dynamic for its audience.
The colour palette is entirely reminiscent of the shades found in nature. The yellow symbolises a farmer's crops. The blue represents the open sky. A newly added muted green bridges the gap between warm and cool tones, the range of which reflects the brand’s core beliefs of trust, security, community, and growth.
Brand History
Typography
