Design: Therefore Design
Project Type: Produced
Client: Organic Tattva
Product Launch Location: India
Packaging Contents: Pulses and Grains
Packaging Substrate / Materials: Plastic
In a country like India, where urban consumers are growing increasingly conscious of their fitness levels and watch the quality of food they consume, the phrase ‘organic food’ hardly comes as a surprise. In recent years, India has witnessed a steady rise in the consumption of organic food, especially by those who are keen to switch to a healthier way of living, price notwithstanding. The better the consumers identify with a brand and its purpose, the more convinced they are to pay for it!
It is with these fundamental insights that we began our work on revamping the packaging, for Organic Tattva, one of India’s foremost, certified brands of organic food!
To create a new packaging design for Organic Tattva’s grocery products, so as to establish the brand as one that is a responsible one that helps consumers make a healthier choice, by offering to them authentic organic products.
What Did We Know
Drawing from our market insights on the packaging of grocery and food products, we inferred that consumers are naturally prone to trust products that exhibit minimal design and information on their packaging.
We developed an earthy colour for the brand’s identity, in line with the brand’s values. The clean packaging design, on the other hand, bears a palette of bright and fresh colours; each colour for a different product type.
Distinct graphics of leaves, illustrations, icons and textures, make the packaging more relatable to the urban target audience, while a transparent window on the front of the pack (pulses range), reflects the superior quality of the products.
Finally, strategically worded, minimal content on the front and back of packs reiterates the authenticity of the products. The tagline ‘A Natural Way of Life’, complements this and ties in with the idea of sustainable farming, which is core to Organic Tattva’s narrative!