Identity and label design to launch organic farm products in select stores of Pune & Mumbai.
ROLE
BRAND IDENTITY & LABEL DESIGN
CLIENT
ZOREF FARMS
Brief
The owner of Zoref Farms had been selling mangoes to a select customer base organically but now wanted to put their farm products in grocery stores like Nature's Basket and Fine Foods in cities like Pune and Mumbai. It was hence important to launch the products under a brand name and design labels that would stand out amongst the competition.
Concept
The two important aspects of the brand are the Parsi heritage of the client and the organic nature of the farm produce. I conceptualised various ideas to represent these aspects in different styles to create a brand identity that resonated with its audience which is used to a certain type of packaging at stores.
Process
After initial research interviews with the client, I first explored various concepts that represented farm lands, specific farm products, Parsi heritage and even type-oriented styles like vintage bakeries. After presenting this variety of options, we shortlisted a few to refine.
Shortlisted Identity Refinement
From the different options shared, the play of positive and negative spaces with flora from the farm and the concept of the Parsi fire vessel were the preferred over others by the client. Here are further explorations of that concept.
Final Logotype
These two concepts created very different identities but were not as refined and mature as the business. I then explored a type-driven approach, decorating the word 'Zoref' with the produce from the farm. After a few explorations with typefaces and compositions, the final logotype was supported with a stamp-like symbol.
