Revitilising an upcoming organic staples brand which had seen early success
Pro Nature Organics is a well known brand in the organic staples market in the metro cities of India. The brand is now also seen penetrating into the smaller cities and seems to have developed a loyal consumer base. Pro Nature is available in all the leading supermarkets and numerous small grocery stores in India.
The existing identity and packaging was more colour led and also looked very generic. The challenge was to design and develop packaging that conveys the brand ethos well, rationalise the portfolio and the visual devices for that and develop the brand narrative through packaging.
The cost of development of packaging for various product lines had to be kept low and a certain amount of customisation for low volume had to be arranged for.
We revitalised the brand through a systematic approach to the brand story of ‘be gentle’, a lino type illustrative treatment was developed, certain visual devices like ‘powered by women’ were developed. The ‘organic’ idea of the product was emphatically stated. The product is able to stand its ground against well established organic and mainstream brands alike.