Giving traditional a new look - Branding & Packaging for a Wheat Flour Brand
In India wheat is majorly grown and has been a central part of our diet for centuries. Wheat has always been a staple food as a result today we see numerous wheat flour (Atta) brands. With barely any differentiation in the offering, most local and national brands available in the market are not very visually distinct from each other.
So, how does one differentiate and stand apart from the sea of offerings of a product that is not new? We saw that almost every other brand out there was focusing on the same branding formula - imagery of wheat fields, wheat stalks & piping hot phulka rotis.
So, we decided to go straight to the source. Instead of highlighting what the final product is, we began looking at the process - how it is made?
We relied on the classical Indian art form of Patachitra to highlight the traditional method of grinding the wheat. Everything in the artwork (the rural women, village setting, the process - harvesting, sorting, grinding,) was created from scratch by our artists to portray the product’s origin and the traditional process that goes behind the manufacturing.
The successful execution of the creative process led to a brand that despite being pitched in the same league as the national players, stands apart in its premiumness from the countless other undifferentiated options available on store shelves.
This was the journey - from the drawing board to retail shelves, the long awaited brand has finally been launched - Aarohi Traditional Chakki Atta. Arriving soon at a store near you.
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