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In a category dominated by sugared beverages, the Brewhouse provides its customers with unique moments of consumption and product benefits by crafting real, organic, hand-brewed ice-tea. Their right to win comes from the fact that they provide their customers’ unique moments of consumption created by real humans. Branding Identity by Bakheda.

Brief

Bakheda Co. was initially assigned to redesign the packaging labels which eventually turned into the development of a brand system that would express their mission of giving people a sense of holistic wellness through refreshing ice-tea – Brewed by humans.

Challenge

As Bakheda Co. wrapped up work on the packaging labels, but overall inconsistency within the language with visuals of the brand became very obvious. That is when they pitched a rebranding to Brewhouse’s leadership. Their strategy rightly rested on their proposition that with a brand like Brewhouse, the biggest challenge is to not sound like a brand, because they deal with organic ice tea brewed by humans, so it is vital to look and sound like a human.

Brewhouse: Created and Branded by Humans!
Brewhouse: Created and Branded by Humans!

Solution

It went without saying that the organic tag is a must for Brewhouse. The logo and wider graphic style for Brewhouse is a portal to what the brand embodies. Graphics language developed to mimic the taste of their ice tea – subtle, organic, and refreshing. It gives the brand an artisan feel – crafted, not engineered. The owy, handcrafted lettering echoes the organic and uplifting characteristics of the beverage.

Brewhouse: Created and Branded by Humans!

As part of the new brand identity, developed an extensive colour palette from warm and refreshing, and neutral and con dent. This way, these colours relate as much to what the brand stands for as they do to their products. The somewhat realistic, yet styled approach speaks of the brands positioning as organic, natural, and pleasant.

Brewhouse ice tea packaged in – 350ml glass bottles and 300ml PET bottles. The use of silhouettes of these bottles as elements for secondary illustrations, creating meditative patterns that have a calming effect, just like tea.

“Anant is someone I can trust to come up with some solid solutions to any given design problem, that too most likely in good time. He is a brilliant designer who also brings a good sense of brand positioning and creating consumer appeal. He surprised us not only with the speed of the execution but also with his ability to listen and use the feedback constructively.”

 

Siddharth Jain
Founder at Brewhouse Tea Brewing Co.

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

Brand Identity of Godrej Jersey by NH1 Design

An Insight into the Journey of Jersey

Jersey is a leading dairy player in Southern India and has been constantly evolving and adding to its portfolio with its diversified range of dairy products. Since it was established in 1986 as Creamline Dairy Products Limited, the company began marketing its products with the name ‘Jersey’ and has carved a niche for itself in the private dairy industry.

Brand Identity of Godrej Jersey by NH1 Design
Brand Identity of Godrej Jersey by NH1 Design

New Collaboration Calls for a New Brand Identity

After the collaboration with Godrej, Jersey needed to revamp its brand identity and ensure that it was fresh as well as familiar. It was found that the branding had become outdated and that Jersey’s competitors had rebranded according to the modernised market. After further research, the team at NH1 Design decided to rebrand the products while staying true to its long-standing heritage and making sure it is appealing to today’s generation.

Brand Identity of Godrej Jersey by NH1 Design

Complex Portfolio Navigation

The team at NH1 Design found that the brand lacked consistent graphic design elements which could lead to deterrence in communicating the brand identity in a simplified manner. To rebrand, a coherent design theme was an essential component of the plan. The consumer brand association with Jersey of over 25 years needed strengthening as the brand loyalty for the product had to be affirmed. Moreover, it was found that collaboration with Godrej had not been effectively communicated and signified as a part of branding. Hence the team decided to leverage the Godrej name during rebranding to become relevant and modern by other dairy competitors.

“The signature cow patches were retained as they had maximum recall value and were redesigned to give the packaging a contemporary look”

Brand Identity of Godrej Jersey by NH1 Design

Godrej Jersey – A Modernised Brand

The brand was given a modern look as this would enable an easy connection with today’s generation. The team started by retaining the iconic cow packaging as it had a high recall value and could be used as a contemporary design which symbolises the modernised consumer mindset. This design solution fits seamlessly for other milk-based products without making them seem alienated. This recognisable pattern was colour coded to simplify brand identity and provided a coherent brand theme.

The logo of the new brand now showed a modern font while the typography and the patch on the pack had been curved to resemble a smiling face. Furthermore, different names indicating clear descriptions for each product were introduced to convey a straightforward message about the product. Cultural products such as ‘doodh peda’ and ‘lassi’ were included to ensure Jersey could be a part of the Indian household during celebrations and festivals. The new design theme reaffirms customer loyalty while continuing the promise of trust and good quality personified by Godrej.

Brand Identity of Godrej Jersey by NH1 Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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The brand name, list of ingredients and description as well. How do you fit all this into a limited space and still make it all look organised and appealing? Well, that’s why we have packaging designers. Akim Melnik, a Packaging Designer from Belarus believes it’s important to keep certain key things in mind to help fulfil the purpose. In a conversation with Creative Gaga, he tells us about his design dogma.

CG: Your designs are mostly focused on branding and packaging. What is your design philosophy that makes you as a brand, stand out?

Akim. To describe the philosophy in words is difficult. It’s like a dream that you’ve had, you remember it, but just cannot describe it. However, there are some things that are always important to be aware of when designing for a product or brand. First is to meet the expectations and preferences of the target audience. Secondly, ergonomics and making sure information on a pack is correctly presented is crucial too. And lastly, you cannot create without knowing what’s already out there. Hence, competent analysis and research of competitive product packaging is a necessary step. Remember, that a good design can sell a bad product, just like a bad design can worsen the selling a good product.

Packaging
NOORBEST HIBISCUS DRINKS
Packaging
NOORBEST HIBISCUS DRINKS

CG: You have designed across a range of products, providing packaging in a variety of shapes. How do put yourself in the brand’s shoes? How do you know a juice bottle should look like a juice bottle and not like an oil bottle?

Akim. Sometimes you have to comply with existing stereotypes, and sometimes deliberately go against them. Much depends on the marketing objectives of our client. The client, brand and brief determine where you must draw the line.

Tea Package Design
Tea Package Design
Helsy Granulated Coffee

CG: Packaging and logo design has to be practical because they serve a purpose that has to be truthful and genuine. How do you balance practicality with creativity?

Akim. The primary function of packaging design is to appeal emotionally. Practicality comes second. Any task can be perceived either as a routine or as an opportunity to show their creativity. Good packaging design is a harmony of creativity and practicality, all done in a contained manner.

Packaging
Silver Probe Vodka Decor Design
Packaging
Silver Probe Vodka Decor Design
Packaging
Indian Instant Coffee Package Design
Packaging
Indian Instant Coffee Package Design

CG: When you started as a design studio, what was the most difficult part? How did you overcome challenges to become so successful? How do you reach out to the world?

Akim. The most difficult part when you’re just beginning is the inexperience and lack of knowledge about principles and techniques of creating high-quality packaging. Like in any other part of life, all these difficulties are overcome by everyday work done with full dedication. Experience is the best teacher and this process of improvement is endless and amazing.

ABC Juices Package Design
Gotovim Vmeste Spices Package Design
ABC Berry Jam Design
Olivia Mix Sunflover And Olive Oil

Published in Issue 22

This issue is dedicated to the talented design graduates who are not just looking to work but seeking experience in order to realise the greater goal of life. The issue features various designers from India and abroad. Kevin Roodhorst from The Netherlands realised his goal so early in life that propelled him to start his career as a designer as young as 13. Ashish Subhash Boyne, a student of Sir JJ Institute of Applied Art realised his dream while studying when he started doing freelance projects, which allow him to express his free thoughts. To name a few talents we have Vivek Nag from Fine Arts from Rachna Sansad Mumbai, Simran Nanda from Pearl Academy New Delhi, Anisha Raj from MAEER MIT Institute of Design Pune, Giby Joseph from Animation and Art School Goa and many more. This issue gives a fresh perspective of talented graduates and their unique approach to design.

 

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The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form. The millets were highlighted as healthier alternatives that could be used with extreme versatility and fit into the contemporary Indian person’s diet.

The Clients’ Ethos

A venture of Fountainhead Foods, Health Sutra was launched in 2013 to create packaged food with the goodness of millets that can easily be incorporated into the contemporary Indian lifestyle.

Brand Identity by Elephant Design

Launching Health Sutra

As a relatively new player hopping on the healthy food bandwagon, Health Sutra aimed to enter into retail with their range of millet products. The aim was to create awareness on how millets – an Ancient superfood – can be eaten at every meal and customised to suit today’s lifestyle.

Brand Identity by Elephant Design

The Prehistoric Goodness

The humble millet – an ancient superfood, is packed with fibre, keeps us full and is loaded with nutrients beneficial to the human body. Health Sutra saw a market for millets in the health-conscious shopper that would be aware of the benefits of the millets and choose this over the heavily processed grains available in the market.

Unbeatable Versatility

The modern Indian mother, when it comes to breakfast, likes relying on less-processed options. She is also familiar with Jowar, ragi, and Bajra, but doesn’t always connect them to basic food preparations like Poha, idlis and so on. This proved to be a challenge as even though most Indians are aware of millets and its benefits, but are unable to incorporate them as a part of regular meals. The team at Health Sutra had to come up with a wide variety of options that could be used for breakfast, lunch or dinner and even snacking. Another thing to be kept in mind was that it had to be tailored to fit into the contemporary Indian diet with ease.

Enabling Pickup Potential

Different colours were used to code different types of millets for establishing a brand identity and enabling easy identification. The pickup potential of the product was crucial due to its nature which led to the creation of innovative products such as Jowar idly mix and Ragi flakes/Jowar flakes to be consumed as breakfast cereal instead of its sugary, processed counterparts available in the market. This outlined both, the versatility of millets and the variety of ways in which millets could be prepared by the consumer to suit the modern Indian diet on an everyday basis.

Brand Identity by Elephant Design

Mixing the Tradition with Modern

The role of branding was to highlight the edge of the product which it has over its counterparts and also establishing a brand identity that showed a blend of traditional goodness on the modern breakfast table. Several purpose-driven design elements were added to depict farm freshness and authenticity.

 

Custom illustrations with different colour palettes were added to signify and personalise each variant. For example, the breakfast bowl and the sun were used to convey the purpose of the product in a simple non-textual manner. And to highlight the raw and unprocessed nature of the product, a transparent window was created to show customers what exactly they were getting. Additionally, the tagline ‘Millets of India’ was added to highlight its authentic source.

Brand Identity by Elephant Design

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the ‘DCS-01’ comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

 

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

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Brands face new challenges everyday as consumers become increasingly aware of the social and environmental consequences of the choices they make in the marketplace. One of the biggest shifts in consumer behavior has been with respect to eco-friendliness. Buyers today not only want to make sure that a product (packaging) was manufactured through a green process, but they also demand that the carbon footprint of the entire consumption cycle is minimised.

A 2019 survey of millennial shoppers in the US found that 64% of them are willing to pay more for eco-friendly products and 78% are influenced by a company’s commitment to reducing pollution. This trend is perhaps stronger in India as a report by leading management consultancy firm AT Kearney last year showed consumers in the country are willing to pay more for environmentally friendly or socially-minded brands across categories such as automobiles, apparel, personal care, fresh and packaged foods.

Sustainable Packaging

According to a UN report, we produce about 300 million tonnes of plastic waste every year — that’s nearly equivalent to the weight of the entire human population. More importantly, a lion’s share (almost 42%) of the plastics produced each year goes into packaging. As such, a good starting point for a brand to become eco-conscious is adopting green packaging practices.

Here Shreesh Shankar, founder of Sukkrish AADDS, lists sustainable packaging trends that your brand can choose from:

1. Corrugated Packaging

Packaging - Shreesh Shankar

Packaging Designs by Impprintz Design Studio

Corrugated packaging basically is the brown boxes with streamlined sides you receive from online retailers. They are recyclable since they are made of multiple sheets of paper. With the coronavirus pandemic not showing any signs of abating, e-commerce is set to pick up even in products that shoppers earlier preferred to buy from a brick and mortar store. Get ready to receive a lot of corrugated boxes this year and be prepared to dispatch many if you are brand.

2. Returnable Packaging

Packaging - Shreesh Shankar
Packaging - Shreesh Shankar

Source: Repack

There’s a new R-word in the block — returnability. Returnable packaging will be another consequence of the pandemic-online retail boom that’s happening now. It involves the use of sturdy and reusable material so that the package can be moved up and down the supply chain more than once — thus ensuring an eco-friendly way of returning goods from the consumer’s end.

3. Biodegradable Packaging

Packaging - Shreesh Shankar
Packaging - Shreesh Shankar

Packaging Design by Prompt Design

Styrofoam is one of the most common ways to package electronics and other fragile products. Also known as expanded polystyrene foam, this material is not biodegradable and often finds its way into water bodies where it kills aquatic life forms. Moreover, most Indian towns and cities don’t yet have efficient ways of waste segregation. Given these realities, a brand that uses biodegradable material like cornstarch for packaging could really win the hearts of environmentally conscious customers. Pro tip: Go an extra mile and make your packaging compostable to stay ahead of the curve!

4. Edible Packaging

Packaging - Shreesh Shankar

Source: Evoware

Nature, they say, is a great teacher. Most fruits and vegetables are dual-purpose — both the core and the peel can be consumed in different ways. Taking a cue from this, innovative packaging practices have surfaced to minimise waste. Both the food and the package it is wrapped into can now be eaten. For some motivation: An Indonesian start-up recently manufactured sandwich wrappers from edible seaweed.

5. Go Vegan!

Packaging - Shreesh Shankar

Packaging Design by Visibly Vegan

Yes, you read that right. Petroleum-based inks have been used for printing and packaging for the past fifty years because of their short drying time and cost-effectiveness. However, greener alternatives such as soy and vegetable inks have been around for a while but they may be costlier and slower to dry. But they also have huge upsides — many printers say soy ink is clearer and works better on recycled paper.

6. Smart Packaging

Packaging - Shreesh Shankar

The definition of packaging today has evolved — it’s no more just a container. The advancement of electronics and digital technology has meant that packaging can serve multiple purposes. Basically, smart packaging can help improve the shelf life of a product through moisture control, monitor temperature changes, and storage time.

7. Marie Kondo Your Packaging

Packaging - Shreesh Shankar

Packaging Design by otília erdélyi

Perhaps the biggest pop trend in design in the past couple of years has been the adoption of the Marie Kondo way — to tidy up. Elaborate packaging is wasteful and also time-consuming for the customer. Adopting a minimalistic packaging aesthetic is not only sustainable from the environment’s perspective, but it’s also more appealing to the end-user.

The sustainable packaging market was pegged at $237.74 billion in 2019 by a Mordor Intelligence report. It is expected to grow at a CAGR of 5.7% to 313.93 billion by 2025. This tells us that brands are reading the tea leaves right in adopting sustainable packaging practices. Greenwashing on social media channels isn’t going to cut it with environmentally aware consumers — they demand that brands walk the talk. If you are a business with your eye on the future, you would do well to adopt sustainable packaging today!

Conclusion

It’s important to tell your customer how many times the container can be recycled or how it should be disposed of. The Eco Trends survey quoted at the beginning of the article has a great motivation for communicating green practices to the customer — 76% of millennial shoppers feel positive towards companies who are educating consumers on ways to be eco-friendly.

The sustainable packaging market was pegged at $237.74 billion in 2019 by a Mordor Intelligence report. It is expected to grow at a CAGR of 5.7% to 313.93 billion by 2025. This tells us that brands are reading the tea leaves right in adopting sustainable packaging practices. Greenwashing on social media channels isn’t going to cut it with environmentally aware consumers — they demand that brands walk the talk. If you are a business with your eye on the future, you would do well to adopt sustainable packaging today!

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Fun. It’s what everyone wants. So why not give it to them? Incorporating this very insight in branding and packaging transforms a non-living object into a fun-filled experience, believes self-taught visual designer Sajid Wajid. More on how adding ‘fun’ can make for memorable and lasting designs.

Poster for CONTROL ALT DELETE 10
Branding for Poise
NH7 Weekender 2018
NH7 Weekender 2018
For Adidas Originals to launch the Pharrell Williams Pink Beach Collection

It’s all About Adding Value.

Things that look good are important for the environment; they define a particular space. Good packaging or branding can add a great deal of value to a product. It’s not just about improving the appearance but the overall product itself. Good packaging is easy to recall. That can be done by adding humour or a fun element to your design. Packaging and branding can also make a difference in the sale of the product. And that’s where the feel-good factor lies for packaging and branding designers!

Branding for The Cuckoo Club
Branding and Packaging
Album Cover for Eternal December
Branding and Packaging
Lala Hardoul, The Prince of Orchha
EAT IN HOME KITCHENS ACROSS THE WORLD.
Branding and Packaging
Knowmad Sounds, Gig Poster

The Trick is to be Practical and Impractical at the Same Time.

If you’re just going to play it safe, chances are you will become predictable and boring. Today, products should be fun rather than being somber. That’s what people expect. In today’s times, the audience is open to being surprised by being offered something different. Everyone wants to own something totally new. And the only way you can give them that smile on their face is by taking your designs beyond your comfort zone.

KURLA. Everyone remembers a good laugh don’t they?
Branding and Packaging
Popsplatter, Coverpage Illustration
Branding and Packaging

Branding for The Granfaloon
MUMBAI BHAI.
DELHI BELLY. Illustrations for adlabs imagicas ride wrath of God.

No One Wants a Car in a Car Company’s Logo.

Branding is a symbol that speaks for the company it’s made for. It’s a lot more than just a group of elements that relate to the brand. The concept of branding has evolved, where a logo is meaningful only after it’s used. Branding needs to have a story to it, an idea. It’s like problem-solving through design. Brand recall is imperative and many people miss out on that these days. It’s all about being different and standing out. How well you can tell the story and portray it in the most interesting manner makes all the difference. Absorb the brand’s personality and play a little game of Pictionary with yourself. Simply keep in mind, the person looking at the logo should be able to identify with it.

THE CASTLE OF FEAR.
Branding and Packaging
antiSOCIAL, Gig Calendar for May 2017
DELHI BELLY. Humor and fun is the best way to ensure branding will relate to the target audience as demonstrated here.
MERA DIL LE GAI OYE. For all those who own a Royal Enfield would know that their heart beat lies in this bike.
Branding for Turning Heads Production

No Matter What, There is Always a Limit.

Unfortunately, when it comes to design, a line needs to be drawn at some point. You cannot ignore the client or work without understanding the target audience. Imagine a Venn diagram, where one circle is you, the other is the client and the third circle is that of the target audience. The region of overlap between all three, that little area is where you work. That’s how much room you have to show your skills and creativity. That’s the challenge, but that’s the fun too.

CHEF CUPI D. This mascot for Kitchen Treasures tells the story of falling in love with your food.
THE SPIRIT OF COMPETITION.
Branding and Packaging
Sofar Bombay, Gig Poster
LEO (SUNSIGN). These eye-catchy hand drawn zodiac characters definitely work for merchandising.
GET CARRIED AWAY. Ratability can’t get better than using symbols of what people use every day in their life - public transport in Mumbai.

Published in Issue 21

They say not to judge a book by its cover. But they also say that exceptions are always there. There’s no doubt, branding and packaging are the faces of any business and product. They decide the way people will receive the brand; whether they will accept it or reject it. To understand and gain more perspective on this much-unsolved mystery, we invited many branding and packaging experts who throw light on the topic.

 

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