Project Overview:
They needed a complete brand transformation that would honor their 14-year legacy while positioning them for future growth. As Delhi's premier organic food destination with their own 40-acre farm, they required an identity system that could translate their philosophy of "soil to soul" into compelling visual language. Our team developed a comprehensive branding solution that captures their authentic farm-to-table story, from logo concepts inspired by Himalayan origins to packaging systems that educate customers about traditional farming practices like the Bilona method for ghee production.
Objectives:
- Create a distinctive brand identity that differentiates Altitude from generic organic competitors.
- Develop packaging systems that tell authentic product stories while maintaining premium positioning.
- Establish consistent visual language across their expanding "Altitude Everydays" private label range.
- Build brand guidelines that support their growth from local stores to broader market presence.
- Design communication frameworks that educate customers about organic benefits beyond personal health.
Scope of Work:
Our branding process involved multiple strategic phases to ensure cultural authenticity and market relevance:
- Brand Discovery & Strategy: Deep-dive interviews to understand their mountain-to-metropolis story, farmer relationships, and commitment to wildlife conservation.
- Visual Identity Development: Creating logo variations from mountain imagery to nature-inspired spirals, each reflecting different aspects of their holistic approach.
- Mood Board Creation: Developing two distinct directions—grounded authenticity versus vibrant harvest energy—aligned with their dual appeal to established and younger demographics.
- Packaging Design System: Crafting modular packaging that accommodates diverse products while maintaining brand consistency and educational value.
- Brand Guidelines: Comprehensive documentation covering tone of voice, imagery standards, and application principles.
- Brand Strategy Framework: Defining brand personality, values, and communication guidelines that honor their "Caregiver + Sage" archetype.
Deliverables:
A complete brand identity system including logo variations, comprehensive color palette, typography hierarchy, packaging templates, brand book with mockups across touchpoints, and detailed brand guidelines. The system successfully balances their premium organic positioning with approachable authenticity, supporting both their established customer base and expansion to younger, conscious consumers seeking genuine farm-to-table experiences.
