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Brand

Name

Joch — pronounced /jok/. A Joch (or yoke) is the wooden frame used to bind and guide draft animals so they pull together. The product metaphor is direct: Joch harnesses AI agents into coordinated working fleets.

Tagline

Joch — the vendor-neutral control plane for AI agent fleets.

Brand architecture

Company / org      PeasantsAI
Product            Joch
CLI                joch
Cloud              Joch Cloud
Enterprise         Joch Enterprise
Registry           Joch Registry
Marketplace        Joch Marketplace
Console            Joch Console
Operator           Joch Operator

Domain naming, in priority order:

joch.dev      primary
joch.run      reserved
joch.ai       reserved
peasantsai.io company / org

API group

apiVersion: joch.dev/v1alpha1
kind: Agent

The joch.dev API group is short, recognizable, and aligned with the brand.

CLI surface

joch up
joch apply -f agent.yaml
joch get agents
joch describe agent support-triage
joch run support-triage "Triage incoming queue"
joch trace exec-20260510-001
joch approvals ls
joch mcp ls
joch agbom support-triage
joch promote support-triage --from staging --to prod
joch cost by-team --since 7d

A Kubernetes-style alias jochctl is reserved for users who prefer that convention; the canonical command is joch.

Voice

  • Operator-grade: write for the platform engineer, the security engineer, the ML engineer in the trenches.
  • Specific over abstract: prefer "tool calls flow through the gateway" over "agents are governed."
  • Honest about scope: state what Joch is and is not. The positioning page is the canonical reference.

What we are not

  • We are not a model provider.
  • We are not an agent SDK.
  • We are not a notebook or playground.
  • We do not fork or replace the SDKs our customers use.

When in doubt, the operator-language test applies: would a senior platform engineer recognize this sentence as something they would write in a runbook? If not, simplify.

Trademark

Joch, Joch Cloud, Joch Enterprise, Joch Console, Joch Operator, Joch Registry, and Joch Marketplace are trademarks of PeasantsAI. Forks of the open-source project are allowed under Apache-2.0; they may not use these names in branding or marketing.