CRISIL Foundation created a programme to pass on financial wisdom to rural women. They believed that managing money better was critical to improving the financial health of the rural households. For the programme to work well, it had to be a self-sustaining movement. A brand with a strong message could help. But how do you communicate when literacy is limited? And how do you spread a message when there is little media?

Turning a programme into a movement.

Brand Positioning

Naming

Visual Identity

MEIN PRAGATI

Replaying a cultural belief that women are the conservers of household wealth. And that they were the key to progress. It allowed us to focus on her, without upsetting the sensitive familial and societal dynamics. The programme identity combined  the two elements central to the programme: women and financial empowerment. The key became an easily understood symbol of what the programme stood for.

Finding media in a rural landscape was a challenge.

Instead of introducing elements foreign to the environment, we used their surroundings and community objects to build the message. We created markers that allowed women to spread the word, after they became a part of the programme. 

ABBY AWARDS 

KYOORIUS    DESIGN AWARDS

KYOORIUS DESIGN AWARDS

Accolades

Nilgiri’s was established in 1905 and since then it has served generations in Southern India as the cherished destination for daily needs. Its own products, especially the dairy and bakery range, have always set the benchmark for quality. Now as it moved ahead in an increasingly competitive market, Nilgiri’s needed to re-establish its strength - a vision that will rejuvenate the brand.

We realised that they key to its future, lied in its origins and its very name. Nilgiris is not just one of the richest bio-reserves in the world, but also offers a charming way of life. Its estates still retain traditional ways of making things. Nilgiri’s promised something truly valuable in today’s world - un-hurried goodness. We captured this promise in ‘Made of Nilgiris’.

Into the future, back to the origin

NILGIRI'S

To bring alive the ‘Made of Nilgiris’ promise, we turned the packaging into a collage of bountiful nature landscape. Inspired by a vintage illustration style, the packaging used a visual language that helped place Nilgiris as a modern authentic brand.

The language was then taken across different categories, adding enough play and variance to create an exciting range.

When it came to the bakery packaging design, we tapped into the nostalgia of fresh, warm bread wrapped in newspapers. 

Every pack gave a glimpse of the mornings in Nilgiris and the process of baking that helped create the signature Nilgiris fresh loaf.

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Nilgiri's

Imagine being taken on a magical patisserie journey. You taste a medley of sophisticated flavours and textures that you never realised existed. These are patisserie classics, but like nothing you have tasted earlier. Toshin, an LCB alumnus, took couple of years perfecting his offering and when he was ready, it was a world-class experience. When he briefed us over a tasting session, we knew we had something special to work on.

Setting Stage for Magic

Toshin

We realised that the brand had to be a window to the finesse and almost lyrical way in which the desserts were created. With Toshin as the master creator.

We wanted to capture the precision and the search for finesse in the brand world.

Just like the desserts, the brand had to demonstrate sophistication, not claim it.

Taking a leaf out of art exhibits, we created a showcase for the desserts that turned them into fine visual compositions, delightful in their own right.