Janki's Shuchi

Janki’s Shuchi approached us to redefine its brand identity to resonate with a larger and more diverse audience. The challenge was to retain the brand’s traditional ethos while modernising its look and feel to appeal to urban markets. The project encompassed:

• Brand Positioning: Highlighting the brand’s unique selling points (USPs) and crafting a cohesive identity for both food and cosmetic product categories.
• Logo Design: A visual representation of the brand’s philosophy and values.
• Packaging Design: Innovative packaging that communicates the brand’s story and appeals to its new target audience.

We conducted detailed discovery sessions with the client to understand their philosophy, values, and product range. The brand’s core ethos emerged as:

• Rooted in regional traditions and raw materials.
• Committed to organic and seasonal methods.
• Preserving the wisdom of ancestors through natural, traditional processes.

By delving into the brand’s USPs, we identified the need to position Janki’s Shuchi as a bridge between traditional values and contemporary demands, appealing to modern consumers seeking authentic, natural products.

The logo needed to encapsulate the brand’s story of generational wisdom and 100% natural products. We created a visual narrative of an adult hand passing a leaf to a child’s hand, symbolising the transfer of knowledge and care across generations. This was set against the backdrop of the sun, representing growth, sustainability, and vitality.

To reinforce the brand’s identity, we incorporated its core values—“regional, seasonal, traditional”—into the design. Leaf-shaped accents were added to the brand name, “Janki’s Shuchi”, to tie the logo to its natural ethos.

The packaging was designed to extend the visual storytelling established in the logo. Key elements included:

• Illustrated Traditional Farms: For food products, we used watercolour-style illustrations of Indian farms, creating a regional and authentic aesthetic. A unique primary label colour distinguished each product type.
• Region-Specific Details: Prominent mentions of the regions where raw ingredients were sourced emphasised the authenticity of the products.
• Production Stories: For edible products like honey, we added illustrations that explained the traditional production processes, connecting consumers to the story behind the product.
• Accessibility Through Localisation: To cater to diverse consumers across Tier 1 and Tier 2 cities, we included product names in multiple regional languages on edible oil labels.