Our challenge with Grameen was to create a brand that fits into the modern world while preserving the tradition and joy of having kulfi. We started with the brand name, which was inspired by the soul of India – our villages. The design language’s rustic vibe was an ode to the simple life of the hinterland. The packaging also seamlessly fit into the entire theme. We went with vivid illustrations to showcase India’s art forms on the packaging, giving them a clear visual advantage on retail shelves. The social media page had a ‘Hinglish’ tinge to it, ensuring our communication remained true to the brand’s desi roots.
