Prakrishi

Challenge:

Brand: Prakrishi

Product : Ghee (Dairy Product)

DESIGN MANDATE

Since the brand positioning of Prakrishi required it to be a premium organic range of product, the design challenge was highly nuanced with multiple objectives. The packaging has to show the key USPs for this 100% organic and genuine Gir Cow Ghee which was prepared with the vedic Bilona Method (process of manually churning the buttermilk in clay pots) and engage the consumers with an interesting design language.



DESIGN SOLUTION

The central idea was to blend the local culture and the Indian tradition that regards cow as a mother (Gau Mata) and juxtapose it with a unique design style that expresses the brand's quality parameters. As a result, we took inspiration from Maldhari woman (a tribal community of herdsmen and shepherds in Gir forest area) and transformed it into a graphic mnemonic that portrays a remarkable imagery that connects the brand to the very roots of its origin in a seamless and strong way. This pictorial expression where the cows are embellished in tribal metaphors like tattoos, silver ornaments and signature clothes, carrying pots of Ghee over their heads is a highly engaging visual vocabulary that creates all the difference from the clutter. The packaging concept was further accentuated by using the right set of material and color palette to represent the brand to its discerning clients.



Anatomy of Product:

Glass Bottle with Label all around,

Bottle neck is sealed with ethnic printed Fabric tied with Thread



Key Words for Design Research: Origin of Cow Breed, characteristic of gir cow, People who nurtures cow, people involved in process, Maldhari, herbs and fodder of cow, Cultural traits, Attire, accessories, process of making product, Pots, Bilona, Churning etc.