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amar khamar

rebranding an organic grocery store selling indian folk rice varieties

 
 
 
 
 


















































creative field(s)

Strategic Brand Design . Brand Identity Design . UI/UX Design . Packaging Design

materials

Design Thinking . Art Direction . Graphic Design . Illustration
Illustrator . Photoshop . Procreate . XD . Shopify . HTML . CSS

form and dimension

Branding Strategy . Corporate Identity . Style Guide . Responsive E-Commerce Website . Labels and Packaging . Cross Channel Marketing Materials
N.A.

client

Amar Khamar

year

2020

excerpt


amar khamar is Bengali for my farm. It is a grocery store specialising in folk rice varieties, spices, pulses, honey, etc. I was approached by them five months into the corona pandemic and the ensuing lockdown which had severely curtailed their in-store sales. Even before, they had felt the need for a more robust e-commerce website as well as expanding their existing customer base of upper-middle-class Bengali households. The pandemic had made it just more immediate.

The organisation believes that the revival of indigenous rice varieties is only possibles when more people start consuming such grains daily. They also aim to connect consumers directly to the farmer and her produce. Yes, her! It so happens that the conventional image of the Indian farmer as a doughty male is just that, a convention. I realised that before an e-commerce website, a shift in the brand personality was necessary to attract younger and pan-India customers. A strategic brand design was required.
stylescape / brandscape

/ website mock up imac / Website mockup iphone / ldp packets / swiss pack / postcard front  + Back / tote bag / typographic poster


I.

strategy

After some market research and brainstorming, we decided to re-orient the branding from its existing do-it-yourself-Bengali-cooperative aesthetics to a more handcrafted, premium, and artisanal one—highlighting the brand's core values of sustainability, biodiversity, local produce, and fair trade practices. I also conceptualised a visual identity system that would be unique, yet cost-effective, and implementable by the employees themselves without requiring the frequent intervention of a professional designer.

mission / vision
brand personality


typography
logo
imagery usage
website
packaging

II.

visual identity system


click on the contact sheet for a full-screen view of the images ︎︎︎

colour story


typography


symbol . wordmark . logo


imagery usage




II.

art direction


mobile phone photography
ads










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