MeeMee, a home-grown baby care brand, had a large portfolio of quality accessible products that helped it reach hundreds of stores across India. But while the products sold, the brand lacked emotional registration - necessary to become a legitimate player in the category.

Acknowledging the instinct of a mother

Brand Positioning

Packaging Design

Brand World

MeeMee

The brand name had lightness that was consistent with the promise of easing things. The new identity gave it clean solidity. A visual system brought alive the wide-range of products.

Packaging was the most important media for the brand.

Realising that baby care was a deep engagement category, we turned packaging into a   communication medium.

Each pack became a little conversation, the kind a second time would have with a first time mom. 

We created an architecture that allowed us to both demonstrate our understanding of parenting and highlight the key features of the product.

E-commerce experiences are designed to deliver the clutter of choices. We realised that tired and sleep-deprived mothers often login at late hours. The new MeeMee web experience was designed as the most stress-free buying experience available to her.

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.

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.

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Every once in a while a technology comes that dramatically changes not just how we work, but how we think. Additive manufacturing is one such technology, and when Aashay Industries, a fledgling 3D printing company needed a new brand identity - we realised that the frame of the brand promise can put the company on a different growth path.

Hello imagination

IMAGINARIUM

We renamed the brand as Imaginarium - an invitation to the makers to explore new frontiers of design and manufacturing. The new logo created a new world for the brand, away from the cold efficiency of a technology company to the magical possibilities of a creative organisation.

The most important element of the brand experience was the office space. Space cues behavior.

Imaginarium needed a place which felt like a creative canvas, designed to harness the power of additive manufacturing.

The space tapped into the creative spirit of some of the most inspiring creators of the world. From windows that re-imagined what lay outside to uniforms that blurred the line between 2D and 3D, the space enabled the employees and 

We took the same principle of experienced promise to communication.

We created an inter-dimensional typeface for the brand, which was used to create simple communication that demonstrated how easily, and quickly, Imaginarium could turn a concept into a tangible solution.