Marketers Excellence & 2 more
Brand Identity
Packaging
Sonic Identity
FMCG
Laddubar
Brand identity for India's original health supplement
THE CONTEXT
Yash Parashar and Kunal Goel were on a mission to bring back grandma’s recipes for a generation that had lost touch with them.
India's modern-day urban working professionals faced a unique problem:
Being far away from home, they were unable to find access to nutritional snacks their grandmothers would make, that were freely available to the generations before them.
While a lot of competing products existed in the energy bar category, there was a clear gap for traditional snacks in modern convenient formats. That's where Mama Nourish comes in.
Inspired by the nutritional wisdom passed down through Indian households, they wanted to create a product that was made only from ingredients found in your gradma's kitchen.
They reached out to us to help with positioning, packaging, and launch.
Somewhere along the way, grandma's recipes got lost
THE CHALLENGE
While the idea was rooted and relatable, its communication lacked clarity.
The early packaging looked rough and didn’t quite capture the emotional warmth or distinctiveness the product deserved.
And in a category crowded with energy bars shouting “protein” and “power,” we need to find a space to stand out.
Initial workshops helped uncover product insights
THE BIG IDEA
We asked one simple question: How do we stand out?
We studied the shelf. Looked at every competitor. And then decided to flip it on it's head.
Instead of chasing the modern health bar aesthetic, we put grandma front and center.
Our quintessentially Indian grandma, complete with a saree, bindi, and chooda, humanized the brand and clearly set it apart from competing products.
Her warmth & love gave the pack a distinct and emotionally rich identity.
It reinforces our commitment to crafting bars using the culinary wisdom passed down through generations of Indian grandmothers.
Images of real grandmothers were added to add more credibility.
Grandma illustration wraps around the pack
THE VISUAL LANGUAGE
We built an entire brand world with grandma at the center.
The logo, bright colours, taglines, and Indian design motifs all worked together to create something that felt rooted, joyful, and instantly recognizable.
Every element was designed to reinforce the same feeling, that this is coming straight from the grandmas of the country.
Laddubar Mini with an extra-cute grandma
Grandma wears a South Indian saree for Coconut mini
Our vibrant range of mono cartons
Combo box splits at the center to show both flavors
Packaging for twin pack
Packaging for pack of 15
Gift Boxes for Festive Occasions
Gift box with a festive, rakhi-shaped sleeve
UI Design for Shopify store
Supermarket countertop point-of-sale display
Dadi shaped end caps for Nature's Basket
Brochures for partner outreach
Loved at first sight
Appreciation from Vendiman®
Dadi shaped end caps for Nature's Basket
The heart of the packaging: our cute dadi
The coconut family: Pack of 15 & Laddubar Mini
TEAM
Vijit Agrawal
Alen Thomas
Sanjith Nair
Arun Gopidas
