Gourmet Garden, a brand pioneering soil-less high-tech farming for discerning urban customers, needed a tastefully done brand story.
CLIENT
Gourmet Garden
PROJECT
Brand Strategy | Brand Communication | Web experience | Packaging | Social Media | Brand Guidelines
The founders came to us with a very simple insight: the way we shop for everything has radically changed, but the way we buy veggies hasn’t. Indeed, fresh veggies are bought from sources that are completely unverified. Either people do the hard job of finding the right place and routinely drive there to pick up fresh produce, or they tolerate what the large e-commerce players deliver to their doorstep. In the whole effort, the safety, beauty, and finesse of fresh veggies are lost, let alone fresh salads.
Gourmet Garden wanted to disrupt this. Using naturoponic techniques, Gourmet Garden grows vegetables in controlled environments, ensuring consistent quality and safety. We interviewed the team in great detail and heard their customers out. Anyone who had used them once rated their products outstanding. The veggies were fresh, they looked great, smelled awesome, and were delivered carefully, on time. It seemed like a winning mixture, except that the brand had not been able to speak about all of this in the same great manner. It was a story waiting to be told.
We created the brand world with a unique combination of truth and beauty: the scientific processes that go into the making and the beauty of what the customers can create with it. The experience of the brand finally came through the expression of a discerning lifestyle, the art that the target group desires in their lives. We created alternate visual routes for the positioning. The final route incorporated lifestyle imagery reminiscent of high-end food magazines, with copy that spoke directly to our customers’ aspirations for quality and healthy living; the tonality resonated with the customers who went through the concept decks.
Packaging posed another challenge. The SKUs were very different in shapes and sizes, and batch sizes had to be limited. We developed a flexible packaging scheme that was adaptable to these varied product shapes, addressing these challenges with ease.
Gourmet Garden remains one of the leading brands in India that uses controlled farming with hi-tech scientific methods and is one of the most loved veggies brands in all the metros of India.
The way we shop for everything has radically changed, but the way we buy veggies hasn’t.
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We call our palette the 'Sunlit Garden', encompassing fresh greens, earthy browns, and pastels that highlight the vibrancy of the products. We created custom vector organic illustrations that emphasize the brand's natural essence. These illustrations are organic and representative, with imperfect shapes that evoke a human touch.
We crafted brand imagery that features individuals celebrating moments in beautifully designed environments. Our goal was to create persuasive and indulgent communication, akin to the rich satisfaction one feels from dining at a Michelin-star restaurant; high quality for the senses, body, and mind.
