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Details
Overview
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 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 founders approached us to create their brand from the ground up. We discovered the biggest problem in the Organic food industry, and it's the claim of "organic," "natural" or "pure" without any proof of it. Misleading people and harming the health of consumers.
The challenge was to help them
Build the foundation and market positioning of the brand.
Develop a brand narrative that emotionally engages the audience and builds trust with them.
Stand out from well-established competitors.
Design a distinct visual identity that represents the brand's personality, attracts consumers, and remains consistent across multiple touchpoints.
Designing distinctive packaging bags for the products.
Develop a strategy to present 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.
With better market positioning by emphasizing transparency and honesty values. 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 built emotional connections by stressing the importance of organic certifications. Additionally, we designed friendly visual and vocal vibes that resonate with the caring nature of people
The Challenge - The Biggest Problem in the Organic Industry
Organigram founders approached us to create their brand from the ground up. We discovered the biggest problem in the Organic food industry, and it's the claim of "organic," "natural" or "pure" without any proof of it. Misleading people and harming the health of consumers.
The challenge was to help them
Build the foundation and market positioning of the brand.
Develop a brand narrative that emotionally engages the audience and builds trust with them.
Stand out from well-established competitors.
Design a distinct visual identity that represents the brand's personality, attracts consumers, and remains consistent across multiple touchpoints.
Designing distinctive packaging bags for the products.
Develop a strategy to present on social media.
Brand Discovery Workshop
Through a collaborative workshop with Organigram founders, we uncovered the problems and challenges in the organic food industry.
With multiple exercises and extensive discussions, we found out the deeper reasons for their existence, the change they want to create with the values they care about, and ways to differentiate them from established competitors.
What we did
Founders’ Workshop
Brand Core Discovery
USPs and Differentiators
Brand Personality Exercises
Target Audience Identification
Competitor Audit/ Brand Analysis
Audited Organigram's direct and indirect competitors, including their brand strategies, brand positioning and personality, and marketing strategies, evaluating strengths and weaknesses.
This analysis helped us understand industry norms and create a differentiated and true Organigram brand strategy, positioning, personality, messaging, and points of differentiation. This ensures that consumers can easily distinguish Organigram from other brands.
What we did
Competitors’ Brand Analysis
Competitors Marketing Analysis
Competitors’ SWOT analysis
Competitors Audit /
Visual Analysis
Likewise, analyzed competitors' visual strategy and assets—the logo, colors, typography, marketing materials, social media, etc.
This later helped in designing the differentiated visual strategy of the Organigram.
What we did
Market Research
Visual Strategy Analysis
Understanding the Ideal Customers
We created a detailed customer persona that identifies demographics and psychographics, as well as addresses their problems, challenges, motivations to purchase, and everyday behaviors.
Organigram's target audience is conscious individuals, parents, and guardians who prioritize the well-being of both themselves and their families.
What we did
Audience Analysis
Ideal Customer Persona
Brand Strategy
Our strategy set the core of the Organigram. Their purpose beyond making money, mission, values, USP, differentiating factors, and market positioning are all established. Their mix of caregiver and hero archetypes gives them a distinct yet relatable personality, tone, and voice.
Their brand is built on the belief that everyone deserves pure, tasty, and healthy food.
They are against the false claims and campaigns of purity and nature, which is unfortunately the norm in the organic food industry.
To uphold their value of transparency, they publish the lab test reports of their food on their website, ensuring that they are 100% natural every time.
Every plan and every decision is based on a vision of making organic living so prevalent and accessible to society that the term "organic" becomes redundant. Resulting in healthier people, natural farming practices, more fertile lands, increased safety for farmers, and a safer planet for all.
What we did
Purpose, Mission, Vision Statements
Internal and External Values
Brand differentiators
Value Propositions
Positioning Statements
Archetype/Personality
Voice and tone guidelines
Key Messages
Brand Narrative - Tagline and Pitch
Brand Messaging
Verbal Expression
We merged two archetypes together- caretaker and hero. This gave them a unique personality, voice, and tone.
It's recognizable and relatable.
Through this vocal strategy, they can show their care for their customers, farmers, and environment and challenge the ill practices in the farming and organic industry.
Natural Goodness, Guaranteed
Brand Tagline
This tagline captures the essence of Organigram, and also its promise of purity and naturalness, and its point of differentiation from any other brands.
Also acts as a base to create multiple other slogans to be used in various messaging.
Brand Identity Design
To craft a distinct Organigram's brand visual design, we based it on its brand strategy. Hand-drawn lines are part of the identity of the design that gives a non-industrialized feel synonymous with nature.
The customized logomark features a distinctive mark—a hand-drawn "O" adorned with a leaf inside. This icon represents the natural, premium, and friendly personality of Organigram, creating a recognizable and memorable symbol.
The color palette relates to the farming practice and fresh food, invoking a sense of joy and building a positive connection with the brand.
What we did
Mood Boards
Logo System
Typography System
Color System
Patterns System
Visual Brand Guidelines
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 Color
"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.
Consistent Brand Image Across All Touchpoints
Brand Applications
Packaging Design That Brings in More Business
Packaging is a major touchpoint of Organigram. Products will be packed in these bio-degradable bags.
We experimented with various packaging designs to leverage this touchpoint and reinforce the brand promise of product purity. Additionally, we aim to solidify the buyer's identity of choosing organic over non-organic food and connect it with Organigram's grand vision of saving the planet.
Also, used this touchpoint to build a strong presence in their minds, raise awareness about the company among others, and remind and reinforce what the brand uniquely delivers.
This contributes to building brand loyalty, repeat business, expanding the reach, and building a positive association 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.
