BRAND ONE-PAGER
AGTAG
Tag it.
Don't blag it.
What AgTag is
A UK-built farm-management platform that pairs a software app with physical QR tags — printed, 3D-printed, burnt into wood, fabricated in metal.
Every object on a farm — animal, gate, tool, building, crate, container — can carry its own scannable AgTag.
Scanning is two-way: the right information appears for the right person (visitor, worker, owner), and the right form is presented for logging activity, movements, inventory adjustments, and so on.
The record lives on the thing itself. A clipboard lives in the office. A spreadsheet lives on a laptop. A WhatsApp group lives in a chat thread. AgTag lives on the gate, the cow, the crate.
Target customer · primary persona
A 38-year-old farmer, working alongside their father on a mixed livestock operation, in line to take over and modernise the family business. Apple user, phone in a heavy protective case, regularly battered and covered in poo. Likes control, fast access to information, exporting data, and multiple views. Tracks animals, inventory, market movements, cattle passports, and takes livestock to shows.
Proud of what they and their family have built and wants to share it — uses AgTag info tags during farm walkthroughs so visitors can scan and learn. They're the wedge user: old enough to have authority or be heading toward it, young enough not to flinch at logging in. They win the older owner above them through demonstrated value, and wins workers below them because the tool is simple enough for them to use.
The one job · done better than alternatives
AgTag is the only farm-management tool where the record lives on the thing itself.
The tag is context-aware: the same physical tag presents different content to different scanners — a visitor sees the breed and a photo; a worker sees a movement form; the owner sees analytics.
Read and write, in one tap, where the work happens.
Strapline
Tag it.
Don't blag it.
Rules for the refrain
- The closer is sacred — wording and order never change. Punctuation has two locked forms: "Tag it. Don't blag it." with full stops for body refrain use, and "Tag it, don't blag it." with a comma for single-line display use. Pick by context. Never freelance.
- The setup must be specific. Name a real Tuesday-morning pain. No "optimise your operations" — yes "keep track of your livestock movements."
- Keep both halves short. Setup roughly 5–8 words; closer is fixed.
- "Tag" is the brand verb generally — tag a tub, tag a gate, tag a cow. It's a farming word the product upgrades with read/write capability.
Locked display strapline
Farming is hard enough.
Tag it, don't blag it.
Hero · OG image · email signature · social bios · printed tags
Brand voice
British, dry, cheeky, plainspoken, no bullshit. The voice of a farmer talking to other farmers — not a marketing person reaching for regional words.
- Speak in the founder's actual vocabulary. If she wouldn't say it down at the livestock market, don't put it on the website.
- Cheeky never tips into laddy. The brand welcomes lads and lasses equally.
- No jargon, no MBA words. Avoid solutions, empower, leverage, platform, agritech, transform, revolutionise.
- Confident enough to call out alternatives (the whole "blag it" instinct) without being smug or cruel.
- Specific over generic. "Tag a cow" beats "tag your assets."
IS · IS NOT
Practical
AgTag does the job. It exists because it was needed, not because it was clever.
Hardwearing
Built for working environments. Survives mud, rain, gloves, signal blackspots, dropped phones.
Cheeky
Has a sense of humour. Takes the piss out of clipboards and spreadsheets without being mean about it.
Corporate
No enterprise-speak. No "solutions" or "empower" or "leverage." No LinkedIn copy.
Greedy
Pricing is fair. We don't bait-and-switch, gate basic features behind enterprise tiers, or guilt people into upgrades. We're a farmer's tool, not a SaaS unicorn.
Disconnected
We are not Silicon Valley engineers parachuting in. We are working farmers who built this because we needed it.
Origin story · homepage version
AgTag was built by two people: a working farmer and veterinary surgeon, and a developer who grew up on farms in Wales and the United States. She spent years building her farm from a few head of sheep into a 150-acre mixed operation with cattle, sheep, pigs, horses, and most of the animals you've heard of. He spent twenty years building software, much of it growing up on a ranch in Maryland from age 15.
They built AgTag together because she was sick of clipboards and spreadsheets, and he could build the tool she needed. They use it themselves every day on their own farm, between vet calls, school runs, and feeding 300 sheep.
for farmers.
It's built by them.
Decision test · every product, copy & design call
Before shipping anything, ask:
- Would my 38-year-old persona actually use these words? Would he repeat them down the pub?
- Does this break any of the IS-NOT rules — corporate, greedy, disconnected?
- Does the founder's voice survive this copy, or has it been rewritten by a marketing person?
- If the answer to "is this practical, hardwearing, or cheeky?" is no on all three, kill it.
What's next · visual identity in order
With strategy locked, the visual identity work follows in this order. Each step assumes the one before it. Don't skip ahead.
Typography
Anton (display) + Hanken Grotesk (body). Confident, utility-first. No thin, italic, or "elegant."
Logo system
Tag silhouette + finder-ring corners. Wordmark, mono, favicon, app icon, 25 mm sticker — all from one mark.
Wordmark colour
Five locked variants. AG green / TAG matches the corner colour. Outline + filled across light and dark surfaces.
Expanded palette
Forest green, hi-vis orange, sage. Build out neutrals, semantic colours, and rules for when each is used.
Photography & illustration
Define what an AgTag photo looks like — and what it never looks like. No corporate-ag brochure imagery. No stock farmers at sunset.
Once 01–05 exist, the marketing site, app screenshots, QR sticker design, email templates, social posts, and trade-show banners all become assembly jobs.