Agency: Kohl Design Studio
Creative Director: Kajol Mehta
Photographer: Maneet Sikka
Project Type: Produced
Client: Good Graze
Product Launch Location: Global
Packaging Contents: Coconut Sugar, Virgin Coconut Oil, Desiccated Coconut
Packaging Substrate / Materials: Glass and Plastic jars
Printing Process: Digital printing
Good Graze brings naturally vegan and organic coconut essentials straight from the farms of the founder’s native land, a land of divine and authentic coconut harvesting – Sindhudurg, India.
The Objective: A brand personality that’s bold and refreshing in the organic food market.
The Outcome: The brand’s existing logo was brought to life by a playful identity that included a renewed colour palette and font system.
The packaging takes inspiration from Sindhudurg, the land composed of plants, birds and animals that grow harmoniously together.
The products and their environment are interconnected and inseparable. Good Graze’s plantations are surrounded by an eco-sensitive forest zone, protecting the area from any contamination or commercialisation from the outside world that could potentially harm its ecosystem. This has made the village and its surrounding areas a safe-haven for a variety of plants and animals to breed and live freely and abundantly. It is this environment that allows Good Graze’s coconut culture to flourish.
The packaging is designed to create awareness about the hidden biodiversity of this source of Good Graze’s products. Each of the products is colour coded in order to differentiate them, and each one also corresponds to a different exotic plant species, found in Sindhudurg, based on the type of product.
Combined with coconuts and florals, the hand-illustrated packaging on a vibrant yellow background creates a tropical aesthetic, which is completely influenced by the coastal region of Sindhudurg.
The packaging makes an attempt to creative awareness about the biodiversity of the source of the brand’s products, but in a subtle and welcoming manner.