Under After
Poncho
(2013)
Brand Identity
Product Design

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.

Poncho

Poncho Weather Service Brand Identity and Product Design

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, centered on a cat mascot that avoided weather clichés in favor of personality. The approach included brand identity, style guide, extended identity system, and later product interface designs. Poncho launched in April 2013 with coverage from TechCrunch and Betabeat, and was acquired by Dirty Lemon in 2018.



Poncho weather service brand identity mascot cat character Poncho weather app logo and wordmark design Poncho brand identity system and color palette Poncho cat mascot character variations and expressions Poncho weather service typography and brand guidelines Poncho brand applications and stationery design Poncho web product interface design homepage Poncho weather notification interface design Poncho product design user experience flow Poncho web interface weather data visualization Poncho product features and settings interface Poncho weather service mobile responsive design Poncho brand style guide comprehensive overview

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



Poncho brand marketing materials and promotional design Poncho social media graphics and templates Poncho brand collateral and merchandise design Poncho weather service complete brand identity system

May 29, 2018: Poncho was acquired by Dirty Lemon and shut down its service. R.I.P. Poncho!

Founded by Kuan Huang at Betaworks







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