Vegetarian food is equated with familiarity. Anubhav Ananda, a venture backed by the retail veteran and passionate vegetarian Bela Gupta, wanted to challenge this association and launch a new meal 

Vegetarian.  For the imaginative.

Brand Positioning

Naming

Packaging Design

Brand World

Herbivore

It has expanded from the narrow confines of taste and satiety. Food is now a big, exciting site of imagination. This new offering had to be conceived as a lifestyle brand. Built on the pillars of wholesomeness, discovery and a well-designed experience. We called it Herbivore.

Herbivore came with a 30-day no repeat promise. The dynamic identity captured the idea of choice.

With the promise of ‘infinite vegetarian’, we created a modern world of gourmet vegetarian meals.

Infrastructure construction can be a destructive force. 
It builds shiny, new things, but often at the expense of existing ecology. GVK, India’s leading infrastructure developer, has always had a responsible and holistic approach to development. When they built Terminal 2 of CSIA, Mumbai, they also built a rich green cover within and around it. GVK approached us to give their perspective on development a larger identity.

Celebrating a new way of development

GVK Botanical Garden

The green zones need not be a mere aesthetic layer. We could give them a more substantial identity. We created a single entity of all the green zones spread across the country called the GVK Botanical Gardens. Inspired by ‘Tree of Life’, the logo captured the idea of the sustenance of native life.

A whole information system was designed to educate people about the wide range of plants and trees cultivated in GVK Botanical Gardens.

A comprehensive brand book, inspired by scientific journals, detailed the guidelines for building and protecting the identity of GVK botanical gardens.

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GVK Botanical Gardens

Imagine being taken on a magical patisserie journey. You taste a medley of sophisticated flavours and textures that you never realised existed. These are patisserie classics, but like nothing you have tasted earlier. Toshin, an LCB alumnus, took couple of years perfecting his offering and when he was ready, it was a world-class experience. When he briefed us over a tasting session, we knew we had something special to work on.

Setting stage for magic

TOSHIN

We realised that the brand had to be a window to the finesse and almost lyrical way in which the desserts were created. With Toshin as the master creator.

We wanted to capture the precision and the search for finesse in the brand world.

Just like the desserts, the brand had to demonstrate sophistication, not claim it.

Taking a leaf out of art exhibits, we created a showcase for the desserts that turned them into fine visual compositions, delightful in their own right.