05 — Program brand sheets
Nine programs. One Kuza.
Every program is a sub-brand of Kuza Biashara. This page is the source of truth for how each program is positioned, how its mark is used, and when to lead with the program vs. the parent.
Owner
Manish · Brand team
Programs covered
9 — flagship, platform, programs, role mark
Files location
/logos/ (SVG + PNG)
Last updated
25 May 2026
00Brand architecture
How the programs sit under Kuza.
Kuza Biashara is the parent. OneNetwork is the platform every program runs on. REDI is the flagship engine. The other programs are specialized incubator tracks. Agripreneur is the role mark — the people the whole system serves.
Parent · Kenyan social enterprise · re-engineering rural food systems
— Platform —
— Flagship program —
— Specialized programs —
— People mark —
REDI
Rural Entrepreneur Development Incubator · accent #F5A623
"Where rural youth become Agripreneurs — trained, equipped, and connected to a network of 6,000 peers."
What it is
Kuza's flagship training program. Takes rural youth (18–30) through a structured incubator and graduates them as Agripreneurs equipped to serve ~200 neighboring smallholder farmers each.
Audience
Applicants: rural youth · External: donors, sector partners, government program counterparts · Internal: cohort leads, field officers.
Lead with this mark when…
…talking about training, cohort numbers, application openings, or the model itself. Lead with Kuza for overall scale (1.2M farmers).
Scale
6,000 Agripreneurs graduated to date · cohorts running in 9 countries · primary engine behind the 100M-by-2030 goal.
Sample sentence
"REDI graduated 412 new Agripreneurs in May — across cohorts in Kenya, Tanzania, and Bangladesh."
OneNetwork
A Kuza platform · accent #CC4E27 · one word, capital O and N
"Digital tools paired with a grassroots human network to deliver last-mile services that matter."
What it is
The platform every Kuza program runs on. Digital infrastructure — app, services, microloan rails, market access — plus the human relationships of 6,000 Agripreneurs serving 1.2M farmers.
Audience
Internal product team, field officers, partner integrators, tech press, B Corp / sector validators.
Lead with this mark when…
…talking about the model, the app, technical capability, partnerships, or product releases. Always pair with the line "digital tools + grassroots human network."
Never call it
"A solution." "A platform-as-a-service." "Tech-enabled." It's a network with a stack behind it, not a product looking for users.
Sample sentence
"OneNetwork v3.2 is live — in-app microloan applications now work in four markets."
EKYAN
A Kuza farmer program · accent #0E9F6E · Year 2 currently in delivery
"A direct-to-farmer program inside Kuza's network — focused on the producer end of the food system."
?Positioning is placeholdered — please confirm one-line positioning, target geography, and what makes EKYAN distinct from REDI's farmer-serving model.
What it is(confirm)
Farmer-facing program currently in its second year of delivery. Generated the bulk of the 2,800+ voice recordings in the Kuza intelligence corpus.
Audience
Smallholder farmers directly; field teams; program donors funding farmer-end work specifically.
Lead with this mark when…
…the deliverable is farmer-facing (training material, advisory content, EKYAN cohort reporting). Lead with Kuza or REDI for org/system framing.
Status
Year 2 in delivery. Year 2 showcase deliverable in flight (see EKYAN Y2 project).
Sample sentence— confirm
"EKYAN's Year 2 cohort generated 2,800+ voice recordings from farmers in six Kenyan counties."
HatchAI
A Kuza youth-agripreneurship program · accent #7C3AED · Pilot
"AI-equipped agripreneurship — incubating the next wave of rural youth who'll use tools the first 6,000 didn't have."
?Confirm what HatchAI is, where it's piloting, and how it relates to REDI (the AI track inside REDI, or a parallel pilot?).
What it is(confirm)
Pilot program training youth in AI-augmented agripreneurship — using tools like AskNia from day one rather than retrofitting them later.
Audience
Pilot cohort youth · innovation-focused donors · partners interested in AI-for-development.
Lead with this mark when…
…talking about pilot results, AI-specific training methodology, or partnerships with AI-focused funders.
Status
Pilot. Don't quote scale numbers yet — talk methodology and early signals.
Sample sentence— confirm
"HatchAI is our pilot for what an Agripreneur trained alongside AI tools — not on top of them — looks like."
AskNia
An AI advisory inside Kuza · accent #D97706 · "Nia" — Swahili for purpose
"AI advisory in the Agripreneur's pocket — trained on what Kuza farmers actually grow, ask, and earn from."
?Confirm: is "Nia" intentionally the Swahili word for purpose/intent? And is AskNia an Agripreneur-facing tool, farmer-facing, or both?
What it is
AI advisory product. The conversational layer that turns Kuza's farmer voices, transaction data, and field knowledge into in-context answers for Agripreneurs and farmers.
Audience
Agripreneurs in daily use; product team; AI-curious press and partners.
Lead with this mark when…
…demoing the AI capability, talking about product-level features, or in tech/AI press contexts. Lead with OneNetwork for platform framing.
Mark usage
Often appears in product UI screenshots. Always paired with "Powered by Kuza" lockup in external comms.
Sample sentence
"AskNia is trained on what farmers in our network actually grow — not the agronomy textbook."
YouthAgri
A Kuza student program · accent #DC2626 · New / early
"Agriculture as a career — introduced to students before the Agripreneur path is the only path."
?Confirm target student level (secondary, tertiary, both?), countries running, intended pipeline relationship to REDI.
What it is(confirm)
Student-facing program introducing agriculture as a viable, modern career path. Pipeline into REDI for students who choose to pursue the Agripreneur route post-school.
Audience
Students; schools; education partners; donors focused on youth pipeline.
Lead with this mark when…
…talking about school-based delivery, curriculum, or partnerships with education systems.
Status
New. Treat with care — don't over-claim scale until cohort data is established.
Sample sentence— confirm
"YouthAgri brings the Kuza model into schools — so a 16-year-old can see agriculture as a real career, not a fallback."
Leadership Academy
A Kuza program · accent #99641A
"Where the next generation of rural food-system leaders trains — beyond the Agripreneur role, into program design, advocacy, and scale."
?Logo files in place; program details still TBC. Please confirm: who attends, what they learn, what differentiates it from REDI, target countries, status.
What it is(confirm)
A more advanced/leadership track within the Kuza ecosystem. Possibly for senior Agripreneurs, program managers, or sector leaders looking to scale farmer-network models.
Audience(confirm)
Senior Agripreneurs · partner-org leaders · government program counterparts · field officers in a leadership trajectory.
Lead with this mark when…
…talking about senior-track training, leadership cohort, advocacy work, or partnerships with policy-side stakeholders.
Mark usage
Use the "By Kuza" lockup in external. Never standalone without parent attribution.
Agri Bytes
A Kuza data product · accent #65A30D
"Bite-sized agricultural signals — drawn from 1.2M farmers, delivered in formats anyone in the network can act on."
?Logo confirmed; product details still TBC. Is Agri Bytes a content product (newsletter/snippets)? A data feed? An advisory micro-product? Audience and channel?
What it is(confirm)
A short-form content or signals product — bite-sized agricultural intelligence derived from the OneNetwork data layer.
Audience(confirm)
Likely Agripreneurs and partner extension workers; possibly external subscribers in the agri-tech sector.
Lead with this mark when…
…distributing data-led content, sharing market signals, or running a regular publication.
Agripreneur
A Kuza role mark · accent #F5A623 · capital A always · never "agriprenuer"
"The 6,000-strong network of trusted community entrepreneurs Kuza has trained — each one supporting around 200 neighboring smallholder farmers."
What it is
A mark identifying the role itself — not a program. Worn (figuratively) by graduated Agripreneurs. Used on certificates, IDs, and Agripreneur-facing materials.
Audience
The Agripreneurs themselves; their farmer customers; community recognition contexts.
Lead with this mark when…
…the content is for or about the Agripreneur as an individual — certificates, ID cards, recognition events, training graduation, community-facing badges.
Spelling rule
Capital A. Always. Singular: Agripreneur. Plural: Agripreneurs. Common misspelling to catch: "agriprenuer" (banned everywhere).
Sample sentence
"James is one of 6,000 Agripreneurs in the Kuza network — and he supports 200 farmers in Siaya."
RRCross-program rules
When to lead with the program. When to lead with Kuza.
The default is Kuza. A program mark only takes the front when the message is specifically about that program. Get this wrong and you fragment the brand instead of building it.
Lead with Kuza when…
…talking about scale, mission, the 100M-by-2030 goal, multi-program reporting, donor pitches at the org level, or any first-touch communication where the audience hasn't met Kuza yet.
Lead with the program when…
…the deliverable is program-specific: a REDI cohort opening, an EKYAN training video, an AskNia demo, a YouthAgri school launch. The program brand takes the front, the Kuza lockup sits underneath.
Always use a "By Kuza" lockup when…
…the program appears in any external surface — press, social, decks, video, certificates. Programs never stand alone outside internal contexts.
Never co-brand two programs side by side unless…
…they are genuinely co-delivered (e.g. HatchAI + AskNia in the same demo). Otherwise, pick the primary program and reference the second in body copy.