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

Brand Positioning

Packaging Design

Brand World

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.

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.

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GVK Botanical Gardens

In the crowded Indian alco-bev market, Igloo Beer stood out for its name (because , hey, what’s an igloo even doing on the tropical, sunny Indian peninsula side of the world?!), but the packaging left a lot to the imagination, resulting in fickle loyalty.
The task of the new packaging design was to have a distinct world that tied the name, the six unique flavours and the joy of that chilled sip in one fell swoop. With brewing styles and notes that went from Mumbai to Belgium, we thought of Igloo as a home that housed different mythical creatures. 

The Can, The Myth, The Legend

Igloo Craft Beer

The Igloo Beer logo is a masterclass in simplicity and bold design, perfectly capturing the essence of the brand. Using a distinctive typeface, the logo reflects the robust and sturdy nature of an actual igloo, embodying the strength and resilience that the name implies. A key feature of the logo is the 'g,' cleverly designed to mimic the shape of an igloo itself. This subtle yet powerful detail ties the logo directly back to the brand name, reinforcing the concept in the minds of consumers. The rounded form of the 'g' echoes the iconic dome structure of an igloo, creating a visual link that is both intuitive and engaging.

Every beer style is represented by a mythical creature; one that lives equally in legends and in the terrain of the origin country; to becomes a carefully chosen symbol of the style of the brew. For instance, the Common Kestrel symbolises the Belgian Ale, Dabble Dubble, capturing its agile and balanced nature. The Tonki Barracuda adorns the Konkan Rice Lager, with its sharp, refreshing bite. The Chimbori Crab is emblematic of the Mumbai beer embodying the coastal vibrancy and unique flavour profile. The Grizzly Bear becomes Heavy Hitter, the Russian stout, for a nod to its robust and powerful character. The Arctic Fox represents Wit & Wisdom, the Belgian witbier, symbolising its subtle yet surprising flavours, while the Wolf represents Happy With Sin, the German Hefeweizen, echoing its strong and untamed spirit.

The contrast of the bold illustrations against white background ensures Igloo’s packaging catches the eye, whether in a pub, club or on a retail shelf. The integration of brand elements makes each can of Igloo Beer a unique piece of art, offering consumers a taste of both the beer and the rich narrative behind it.