At an early stage, co-Founders – Rajat and Mayank reached out to Cohesiv with an idea to help the farmers and food producers of the underdog regions of India. As they both cherish their roots, we could sense a genuine feeling of responsibility they had for their homeland. The project developed into a social enterprise that aims to make regional-original foods accessible and in return help rural farmers and producers by giving them a market and a fair value.
The challenge was to make the brand look familiar and comfortable for the target audience of tier 2-3 cities as well as attractive for the tier 1 target audience of India.
The solution was to create a design system that is inspired from the local / regional graphics such as bright coloured leaflets and give it a modern flair. The result was uncompromising and won a lot of hearts of the people of Vidarbha. This is was the story of going back to their region. Back to their origin.