Brief
A new FMCG product, backed by the Agriculture department of the Indian Government, is looking to position themselves as leaders in the healthy eating market by taking ownership of ancient grains.
The brand philosophy is to assist customers in reaching their goals of true harmony in inner and outer being, which involves nourishment of mind and body through natural practices. By farming ancient grains, cultivating traditional recipes, and packaging old wisdom with the changing times, Inner Being aims to bring the knowledge of agriculture in India to the world in a modern, convenient way.
Process
Working alongside the management and development teams, we built a brand identity and communication assets that aligned with the product vision and business mission.
Throughout months of iterations, we explored the appropriate execution to align the brand values, resonate with both a national and international market, as well as stand out in an increasingly crowded industry. With a strong understanding of the context of the local market, as well as a deep consideration of global trends, we developed a brand identity that would stand out on the shelves and relates to the modern consumer.
Result
Carrying the identity through to the packaging, copywriting and photography style, we built a complete system for the Inner Being brand experience.
Bright, solid colors contrasted with soft, muted tones bring out the natural richness of the food. There is a sense of playfulness in the wordmark, paired with concentric circles in the icon that allude to wholeness. The typography is crisp and precise, much like the methodology behind the products.
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