# Poncho — Under After

Weather apps saturated iOS and Android markets in 2013 with identical features and interchangeable blue-sky aesthetics. Under After created a cat mascot-based brand identity for Poncho that differentiated through personality instead of weather conventions.

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In 2013, weather apps saturated the iOS and Android markets with identical features and interchangeable blue-sky aesthetics. Under After created a character-based brand for Betaworks founder Kuan Huang's [Poncho](<https://techcrunch.com/2013/04/17/poncho-for-those-who-cant-be-bothered-to-open-a-weather-app/>), centered on a cat mascot that avoided weather clichés in favor of personality. The work spanned brand identity, style guide, extended identity system, and product interface design. Poncho launched in April 2013 with coverage from [TechCrunch](<https://techcrunch.com/2013/04/17/poncho-for-those-who-cant-be-bothered-to-open-a-weather-app/>) and [Betabeat](<https://betabeat.com/2013/04/poncho-betaworks-paul-murphy-weather-data-kuan-huang/>).

Why a cat? Cats don't like getting wet.

May 29, 2018: [Poncho was acquired by Dirty Lemon](<https://www.fastcompany.com/40578222/exclusive-weather-app-poncho-has-been-acquired-by-a-boutique-beverage-company>) and shut down its service. R.I.P. Poncho.

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*Published by [Under After](https://underafter.com), a brand strategy and design studio founded in 2008.*