Organigram

Organigram is the newly launched organic food company that produces and sells APEDA-certified 100% organic food like pulses, grains, and spices for health-conscious individuals.

The founders of Organigram, Mr. Nitin Gupta and Mr. Narayan Dutt, approached us to lay out a strong foundation, set a vision, and design their brand.

From brand foundation to verbal and visual strategy, we created a distinct identity that separates them from the rest of the competitors and builds an emotional connection with their ideal audience.

The Challenge

The Biggest Problem in the Organic Industry

Organigram’s founders approached us to create their brand from the ground up. During the discovery and research phase, we uncovered one of the biggest challenges facing the organic food industry: widespread claims of products being “organic,” “natural,” or “pure” without providing meaningful proof. This creates skepticism among consumers, erodes trust, and ultimately impacts purchasing decisions.

The challenge was to help Organigram:

• Build the foundation and market positioning of the brand.

• Develop a brand narrative that emotionally engages the audience and builds trust.

• Stand out from well-established competitors.

• Design a distinct visual identity that reflects the brand’s personality, attracts consumers, and remains consistent across multiple touchpoints.

• Create distinctive packaging for the product range.

• Develop a strategy for presenting the brand on social media.

The Solution

Organic Food With Complete Transparency

To help Organigram achieve its goals, we conducted a brand workshop with the founders to discover the brand and researched competitors' brand strategies and target audience behaviors. We then strategized and built:

• A brand with the vision of making organic food affordable to everyone and promoting sustainable farming, enabling everyone to live a healthy and happy life.

• Better market positioning by emphasizing the values of transparency and honesty. This was accomplished by publishing lab-test reports online and organic authentication batch numbers on each food package, thereby increasing trust with the audience.

• Points of differentiation from competitors and emotional connections by stressing the importance of organic certifications. Additionally, we designed friendly visual and verbal brand expressions that resonate with the caring nature of people.

Brand Discovery Workshop

Through a collaborative workshop with the Organigram founders, we uncovered the key problems and challenges within the organic food industry.

Through a series of exercises and in-depth discussions, we discovered the deeper reasons behind the brand's existence, the change the founders wanted to create, the values they care about, and opportunities to differentiate the brand from established competitors.

What We Did

• Founders' Workshop

• Brand Core Discovery

• USP & Differentiator Development

• Brand Personality Exercises

• Target Audience Identification

Competitor Audit / Brand Analysis

We audited Organigram's direct and indirect competitors, analyzing their brand strategies, positioning, personalities, and marketing approaches while evaluating their strengths and weaknesses.

This research helped us understand category conventions and identify opportunities for differentiation. The insights informed Organigram's brand strategy, positioning, personality, messaging, and unique points of differentiation, ensuring the brand stands apart and is easily recognizable to consumers.

What We Did

• Competitors' Brand Analysis

• Competitors' Marketing Analysis

• Competitors' SWOT Analysis

Competitors Audit / Visual Analysis

Likewise, we analyzed competitors' visual strategies and assets, including their logos, color palettes, typography, packaging, marketing materials, social media presence, and overall visual language.

These insights helped us identify visual patterns within the category and informed the development of a differentiated visual strategy for Organigram.

What We Did

• Market Research

• Visual Strategy Analysis

Understanding the Ideal Customers

We created detailed customer personas that identified key demographics and psychographics, along with their challenges, motivations, purchasing behaviors, and everyday habits.

Organigram's target audience consists of conscious individuals, parents, and guardians who prioritize the well-being of both themselves and their families and actively seek healthier food choices they can trust.

What We Did

• Audience Analysis

• Ideal Customer Persona Development

Brand Strategy

Our strategy established the foundation of Organigram's brand. We defined their purpose beyond profit, mission, vision, values, unique selling propositions, points of differentiation, and market positioning. The combination of the Caregiver and Hero archetypes gave the brand a distinct yet relatable personality, along with a clear tone of voice and communication style.

Organigram is built on the belief that everyone deserves pure, tasty, and healthy food. The brand stands against the misleading claims of purity and naturalness that have unfortunately become common within the organic food industry.

To uphold its commitment to transparency, Organigram publishes the lab-test reports of its products on its website, ensuring consumers have proof behind every claim and confidence in every purchase.

Every strategy and decision is guided by a long-term vision: making organic living so accessible and widespread that the term "organic" eventually becomes unnecessary. The result is healthier communities, more sustainable farming practices, safer conditions for farmers, more fertile land, and a healthier planet for future generations.

What We Did

• Purpose, Mission, and Vision Statements

• Internal and External Values

• Brand Differentiators

• Value Propositions

• Positioning Statements

• Brand Archetype & Personality

• Voice and Tone Guidelines

• Key Messaging Framework

• Brand Narrative, Tagline & Elevator Pitch

Verbal Expression / Brand Messaging

We combined two archetypes—the Caregiver and the Hero—to create a distinctive brand personality, voice, and tone.

The result is a verbal identity that feels both recognizable and relatable. It allows Organigram to communicate with warmth, empathy, and care while confidently standing up for what it believes in.

Through this messaging strategy, the brand can express its commitment to consumers, farmers, and the environment while challenging the misleading practices and false claims that exist within the farming and organic food industry.

Brand Tagline

Natural Goodness, Guaranteed

This tagline captures the essence of Organigram and reinforces the brand's promise of purity, transparency, and natural goodness. It also reflects the brand's key point of differentiation: backing its claims with proof rather than relying on marketing language alone.

Beyond serving as the primary brand tagline, it also provides a flexible foundation for developing supporting slogans and campaign messages across different touchpoints and communications.

Brand Identity Design

To create a distinctive visual identity for Organigram, we grounded every design decision in the brand strategy. Hand-drawn lines became a core element of the visual system, giving the brand a natural, human, and non-industrialized feel that aligns with its commitment to organic food and sustainable farming.

The custom logomark features a hand-drawn "O" with a leaf embedded within it. This symbol reflects Organigram's natural, premium, and approachable personality while creating a recognizable and memorable brand asset.

The color palette draws inspiration from agriculture and fresh produce, helping evoke feelings of vitality, trust, and optimism while building a positive emotional connection with the audience.

What We Did

• Mood Boards

• Logo System

• Typography System

• Color System

• Pattern System

• Visual Brand Guidelines

Primary Logo

This wordmark, Organigram logotype, combines the letter “O with a leaf inside” with the remaining letters to form the full brand name.
This wordmark is the key element of Organigram’s identity and represents the organic, premium, yet friendly personality.

Secondary Logo

The “hand-drawn O with a leaf inside” is the brand mark and secondary logo.

Used for small spaces where wordmark will not be clear, readable, and hard to produce, like app icons, social media profile images, etc.

Typography

Lora is the primary typeface, offering a sleek and premium feel. It's carefully selected for headings, product names, and subheadings to convey a sense of premium. 

On the other hand, Switzer is the secondary typeface, radiating a friendly and approachable vibe. Its clarity makes it perfect for larger bodies of content, particularly for body text, where readability is a
top priority.

Brand Colors

"Organic Green" is the primary color, representing the growth and connection to nature. Its lighter tone adds versatility.

"Earthy Yellow" and "Jasper Red" bring lively, cheerful energy and add warmth to it creating a welcoming atmosphere. Together, these make the brand visually appealing and balanced.

Brand Applications

Consistent Brand Image Across All Touchpoints 

Brand Packaging

Packaging Design That Brings in More Business

Packaging is one of Organigram's most important brand touchpoints. The products are packaged in biodegradable bags, allowing the packaging itself to support the brand's commitment to sustainability.

We explored multiple packaging concepts to maximize the impact of this touchpoint and reinforce the brand's promise of purity and transparency. The design also strengthens the consumer's identity as someone who chooses organic food over conventional alternatives, connecting that decision to Organigram's larger vision of creating a healthier planet.

Beyond product protection, the packaging serves as a powerful branding tool. It helps build awareness, strengthen brand recall, communicate the brand's unique value, and continuously reinforce what Organigram stands for.

By creating a memorable and meaningful packaging experience, Organigram can foster stronger customer loyalty, encourage repeat purchases, expand brand reach, and build positive long-term associations with the brand.

Social Media Templates

To activate Organigram on social media, we designed social media post templates to use across different social media platforms.