Poncho is a personalized weather notification service that learns schedules and sends timely updates. Founded by Kuan Huang at Betaworks, Poncho launched in 2013 and was acquired by Dirty Lemon in 2018. Under After created the brand identity, including the distinctive cat mascot, and designed the web product experience.
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. Betaworks tasked Under After with creating a brand identity for Poncho that would break through without relying on weather app conventions.
Under After developed a character-based brand centered on a cat mascot, deliberately avoiding weather clichés in favor of personality. The approach included pre-launch brand identity, style guide, extended identity system, and later product interface designs. Poncho launched in April 2013 with coverage from TechCrunch and Betabeat, differentiating founder Kuan Huang's personalized notification service in a crowded market.
Why a cat? Cats don't like getting wet.
May 29, 2018: Poncho was acquired by Dirty Lemon and shut down its service. R.I.P. Poncho!
Founded by Kuan Huang at Betaworks