Naario

SCOPE

Naming
Brand Strategy
Visual Identity Design
Packaging Design

Visual Identity and Packaging design for a women-led and run brand that offers healthy & wholesome products pioneered by women home-makers and entrepreneurs.

Naario creates opportunities for women to make their creative talent and identity shine.

Anamika had the idea to start this brand after a conversation with her mom. She asked her mom to start selling her delicious spice blend in the market but her mom shrugged the entire argument off with a sarcastic yet sad grin- “Log kya kahenge? Aur ye sab kar paati toh kabhi ka kar leti na!” (What will people say? If I was capable of doing what you’re suggesting, I would have done it by now)…This heartbreaking comment stayed with her and motivated her to start a venture that provides women like her mom a platform to have their own food products in the market.

After running some workshops with groups of women and a small market test in her city, Anamika decided to work with me early on to create a brand for her unique business idea. We worked together to find the right name - Naario, a catchy name that’s a blend of - Naari (Hindi word for Woman) and O for opportunity. We also worked together to decide positioning, visual identity, packaging that this brand deserved.

LOGO ON LIGHTER BACKGROUND

LOGO ON DARKER BACKGROUND

BRIEF

After finalising the overall brand idea and name, we wanted to create a visual identity that was wholesome and feminine without being stereotypical. In a saturated market, the brand needed a packaging design system that feels fresh, Indian in its essence and gives a sense of ownership to all the product pioneers. The system had to be flexible enough to accommodate a wide range of products without feeling repetitive.

INSIGHTS

Our conversation with the women partners of Naario gave us a sense of their aspirations and a worldview of the target audience. One of the common thread we observed was their love for Indian textile. They used it for clothing, decorating spaces, and even during cooking. We also figured out that each product had specific health benefits, or regional flavour or both, which needed to be highlighted.

SOLUTION

We created packaging design inspired by Indian textile using the main product ingredients but with a modern twist. Wherever possible, we used the cultural and regional context while choosing the textile style. In addition, we made sure the value propositions and health benefits are highlighted. We also made sure, the Pioneer’s photograph is visibly highlighted on each pack.

STAGE 01 - PRODUCT TESTING

Each promising product and its recipes are tested in a closed workshop with the Naario group members. The members give their qualitative inputs and votes.

STAGE 02 -  SAMPLER PACKAGING

Once a recipe impresses enough members, Naario creates a sampler packaging with basic visual elements to test among a larger anonymous audience.

STAGE 03 - FINAL PACKAGING

If the product shows potential and gets enough positive reviews, we create the concept for final packaging – highlighting ingredients, benefits and textile graphics.

Naario crunchy Muesli packaging is inspired by Bandhani fabric patterns. The artwork is constructed with product ingredients. Since the pioneer created this product with a focus on its health benefits, we’ve highlighted the ingredients – both in visuals and writing. The unique health benefits are also listed with icons on the top.

For the Garam Masala, we got inspired by block print fabric. Each ingredient is turned into a stamp. We used these stamps to create a larger block print artwork. The warm and earthy palette complements the inherent spiciness and heat.

This product is created by the founder’s mother – The original recipe that sparked the idea for the brand. Since the recipe is from the regional cuisine, we used the delicate stitches of Chikankari Fabric to imagine a pattern out of delicate ingredients.

The artwork on the packaging of Pink Salt is inspired by the Phulkari embroidery of Punjab. The pattern is created with pink salt grains. We also highlighted its grain size, product purity and health benefits.

For the flour mix, we used the Kalamkari textile art style. It matched well with the wholesome, earthy and rustic look we wanted for this product. Since the differentiating factor of the product is its ingredients, we highlighted them in the artwork and the product description. We also highlighted the health benefits, especially for people looking for a gluten-free option.

This packaging has artwork inspired by Mughal floral prints. Rose motif is drawn in that style and paired with the colours that are often found in that craft. We kept the text minimal as the product is a healthy indulgence and purchased for its falvourfulness.

Filter coffee decoction has artwork inspired by Kanchipuram silk saree fabric, indicating the regional origin of the product. The motifs are created with coffee beans. We also highlighted the product USPs - the ease of use and authenticity of its flavour.

Along with the packaging design, we also worked on the visual identity guidelines for the brand communication. Since the packaging design was busy and decorative, we kept the extended visual elements relatively minimal to compliment it.

We also had to make the guidelines simpler, especially during Naario’s initial stages, so their smaller team could create social media communication using the basic apps like Canva or mobile based apps.

COLOUR PALETTE

We wanted the brand’s personality to be joyful and vibrant. We created a Primary Colour palette + Product specific colours.

TYPOGRAPHY

The primary brand font is Bree, a feminine sans serif. Caveat can be used sparingly for handwriting style text.

VISUAL ELEMENTS

Bindu - Derived from the Naario Logo

Chulbuli (Cheery) Typography

Notes and Scribbles - For recipes or notes

SOCIAL MEDIA POSTS

Most examples shown here are created by various agencies and in-house designers hired by Naario, based on the brand manual.

“Working with Kawal is too much fun. He challenges all pre-conceived notions of how a brand should look and be by bringing super cool insights to the table.

He goes to great lengths to understand the consumer and will teach you along the way. I’ve always left every meeting inspired to do more.”

Anamika Pandey

Founder, Naario

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