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BRAND CAMPAIGN

Konkan Gem

As part of an intensive Visual Design Course, In an attempt to elevate a local brand called Konkan Gem to the urban demographic I took up this topic. 

My role

Solo Project

Duration

2 weeks

Tools

Adobe Illustrator, Adobe Photoshop, Figma, Procreate, Paper & Pencil


Promoting local produce
Promoting a local Indian beverage

'From Konkan to your home'

Logo Design + Packaging + Website Design 

Konkan Gem is a food processing and manufacturing Industry of delivering fruit toppings, jams, cordials and crushes. Situated in Konkan, in Maharashtra headquartered in Bombay. It provides quality natural products from Konkan to the end customer who have been loving Konkan products for ages. They wish to expand to an urban demographic.

S

  • quality natural products from Konkan

  • repeat customers

  • youth upliftment and rural development

  • Healthy products

W

  • The brand is undervalued
    visual identity is not appealing

  • Brand is local, limited to rural, semiurban and limited population of urban areas

O

  • need of a strong branding.

  • campaigning to spread to urban areas

T

  • Selling: Established brands are valued more and hence the 1st choice

Target Audience

Mindset: the people who are overwhelmed with Indian beverages and local Maharashtrian household food items.
People who cherish curated local and wholesome foods, sourced from communities that use traditional means to make or farm their products

Mood Board for Brand and Packaging

Competitive Analysis

Studied existing websites which sell local produce and groceries online.
Business that are similar to Konkan Gem either by reach, products, vision of brand
 

Living Food

Mapro

Aazol

Findings

01

Your landing page should convert a visitor into a customer

02

Creating a website that feels familier but not generic is the key challenge.
Typography, color, layout n interaction are tools to create a site that feels individual yet familier.

03

Have a strong call to action
List benefits and solutions
social proofs like reviews
mention ur socials

Logo

Ideation + final logo
 

Current Logo
 

New Logo
 

Primitive
Not distinct
More scope for color: the essence of kokum fruit
Makes a claim that its an exclusive brand :”Konkan” “Gem” : this idea should be communicated
 

what it should communicate

​

Konkan Gem = Kokam fruit

Final Logo

28.png

Packaging

Local and Homegrown  |  Happy and a little crude  |  Approachable  |  Highlighting ingredients

salted cashews.png

Website

Website with working prototype for Konkan Gem

CASHEWS.jpg

Next Steps

The short nature of the module posed a time constraint. My approach to this assignment was as a Design Sprint. Hence the further scope of work can include:
Conducting User testing
More research to identify UX problems
 

​User testing at initial stage

Explore in other directions/ technologies, stronger branding

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