Vegetarian food is equated with familiarity. Anubhav Ananda, a venture backed by the retail veteran and passionate vegetarian Bela Gupta, wanted to challenge this association and launch a new meal 

Vegetarian.  For the imaginative.

Brand Positioning

Naming

Packaging Design

Brand World

Herbivore

It has expanded from the narrow confines of taste and satiety. Food is now a big, exciting site of imagination. This new offering had to be conceived as a lifestyle brand. Built on the pillars of wholesomeness, discovery and a well-designed experience. We called it Herbivore.

Herbivore came with a 30-day no repeat promise. The dynamic identity captured the idea of choice.

With the promise of ‘infinite vegetarian’, we created a modern world of gourmet vegetarian meals.

MeeMee, a home-grown baby care brand, had a large portfolio of quality accessible products that helped it reach hundreds of stores across India. But while the products sold, the brand lacked emotional registration - necessary to become a legitimate player in the category.

Acknowledging the instinct of a mother

MeeMee

The brand name had lightness that was consistent with the promise of easing things. The new identity gave it clean solidity. A visual system brought alive the wide-range of products.

Packaging was the most important media for the brand.

Realising that baby care was a deep engagement category, we turned packaging into a   communication medium.

Each pack became a little conversation, the kind a second time would have with a first time mom. 

We created an architecture that allowed us to both demonstrate our understanding of parenting and highlight the key features of the product.

E-commerce experiences are designed to deliver the clutter of choices. We realised that tired and sleep-deprived mothers often login at late hours. The new MeeMee web experience was designed as the most stress-free buying experience available to her.

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Mee Mee

Infrastructure construction can be a destructive force. 
It builds shiny, new things, but often at the expense of existing ecology. GVK, India’s leading infrastructure developer, has always had a responsible and holistic approach to development. When they built Terminal 2 of CSIA, Mumbai, they also built a rich green cover within and around it. GVK approached us to give their perspective on development a larger identity.

Celebrating a new way of development

GVK Botanical Garden

The green zones need not be a mere aesthetic layer. We could give them a more substantial identity. We created a single entity of all the green zones spread across the country called the GVK Botanical Gardens. Inspired by ‘Tree of Life’, the logo captured the idea of the sustenance of native life.

A whole information system was designed to educate people about the wide range of plants and trees cultivated in GVK Botanical Gardens.

A comprehensive brand book, inspired by scientific journals, detailed the guidelines for building and protecting the identity of GVK botanical gardens.