Design: GCD Studio
Project Type: Produced
Product Launch Location: Asia
Packaging Contents: Ready to Make and Ready to Eat mixes, Cold pressed groundnut oil, peanut butter
Packaging Substrate / Materials: Aluminium foil pouches with paper labels
Printing Process: Offset
Farmveda is a brand that supports a very worthy social cause by uplifting the agricultural community in India and helping farmers earn their livelihood with dignity. To create an identity for a farmer’s co-operative in Andhra Pradesh, India for a range of packaged foods, a unique design approach was adopted to set it apart from the usual supermarket brands. A name was developed that was easy for the farmers to pronounce.
Emphasising the role of the farmer, because it was ‘Owned by the Farmers of India’ was a powerful message that was linked with the name. The packaging identity was designed using real images of the farmers as the primary graphic. This lent an authentic, natural and homegrown quality to the brand. The visual language was earthy, honest and credible. The different categories and their variants were colour coded and the image of the end product was given prominence on the pack. The intention was to launch the packaging in the retail market with other existing commercial brands but be differentiated by coming across as a simple, value added, high quality brand.
The design was simple, almost monochromatic which was unusual for a brand that would sit in a supermarket and compete with other commercial brands. Using the farmers images as the prominent feature of the pack was also a first of it’s kind design approach, which eventually added a lot of credibility and a sense of transparency to the brand.