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Brand Identity

Mineral is an AgTech start-up developing AI and machine learning tools to make farming more efficient and effective.


Founded in 2017 as part of Google X’s “moonshot” incubator, Mineral is an AgTech start-up using breakthroughs in artificial intelligence, sensors, and robotics to understand the plant world and find ways to grow more food in a way that is also good for the planet.


We created a design system that draws inspiration from nature itself—embracing its complexity. Blended with the innovation of machine learning and artificial intelligence, the result is an identity that feels both functional and imaginative. Perfect for paving the future of agricultural farming.

Completed at Prophet

Design Team 
Michael Ponton
Jonny Mocek
Andres Nicholls

More Work 

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© Michael Ponton 2023—New York