Brand Identity

To capture the true essence of the brand and align it with the founders' vision, I led an interactive exercise that brought out the heart of their brand identity. Drawing inspiration from my design thinking workshops, I asked the founders to step away from the typical focus on products, services, and target customers, and instead, to think about what the brand would feel like if it were a sensation.

We began by creating a spontaneous word cloud, where the founders listed everything that came to mind: colors, adjectives, emotions, even other brands—and yes, food! One of the most memorable contributions was, "Flavourful like Vada Pav, royal like Nalli Nihari."

This exercise became the foundation of our brand identity, from which we built a compelling brand story. The first leg of the project included the creation of the logo, its variations, and a thoughtful thank you card that added a personal touch to the brand’s customer experience. It was a fun, insightful, and collaborative process that truly involved the client, making them feel like active creators of their brand's narrative, rather than passive recipients of a design that was simply told, “This will work, I’m a professional, I know!” See the pictures below to get an idea of what a fun activity that exercise must have been.

This exercise laid the foundation for the first phase of the project, where I designed the logo, its variations, and a thank you card. The logo was carefully crafted to represent the brand's core values and evoke the right emotions, with several variations created to ensure its versatility across different formats—from digital to print. The thank you card was designed as a meaningful, personalized touch, offering a warm and thoughtful way to engage with customers and reinforce the brand's identity.

Currently, I’m working on the second leg of the project—developing the brand’s packaging design, brand & social guidelines along with the website in its entirety, which includes not only the design and layout but also crafting engaging website copy that reflects the brand’s story and speaks directly to its audience.