Better Nutrition
Better Nutrition
Better Nutrition
FOOD & BEVERAGE
NEW BRAND DEVELOPMENT
2024
Context
Context
A pioneer brand in science-based nutrition in India needed to establish a clear market position that reflected its expertise, research-led approach, and product innovation.
A pioneer brand in science-based nutrition in India needed to establish a clear market position that reflected its expertise, research-led approach, and product innovation.
Challenge
Challenge
Indian consumers were deeply anchored to traditional cues of freshness and purity, with chakki-fresh atta serving as the default benchmark for quality. Simultaneously, skepticism around GMO and “engineered” foods created hesitation toward scientifically enhanced nutrition products.
Indian consumers were deeply anchored to traditional cues of freshness and purity, with chakki-fresh atta serving as the default benchmark for quality. Simultaneously, skepticism around GMO and “engineered” foods created hesitation toward scientifically enhanced nutrition products.
Insights
Insights
People feared the unknown. Biofortified seeds was an alien concept that was too novel for the common Indian to digest (no pun intended). But they still wanted to eat better, get more nutrients out of their food, and live fuller lives.
People feared the unknown. Biofortified seeds was an alien concept that was too novel for the common Indian to digest (no pun intended). But they still wanted to eat better, get more nutrients out of their food, and live fuller lives.
Strategic Output
Strategic Output
The brand required a robust positioning that could differentiate its science-backed benefits, build trust within a tradition-led category, and appeal to the modern, health-conscious Indian.
Working across brand identity, packaging, and ecosystem design, the strategy focused on making science approachable and trustworthy at the shelf and household level.
The brand required a robust positioning that could differentiate its science-backed benefits, build trust within a tradition-led category, and appeal to the modern, health-conscious Indian.
Working across brand identity, packaging, and ecosystem design, the strategy focused on making science approachable and trustworthy at the shelf and household level.
