Organic India
Fulfilling the destiny of an authentic brand.
If ever there was an authentic company, Organic India is it, borne out of the passion to bring hope and relief to the exploited farmers of India and restore the dignity that was lost.
Organic India has resurrected communities and converted thousands of farm acres to sustainable practices. The challenge from a brand position and identity standpoint was to convey the incredible brand story and the product’s unique benefits in a way that would invite participation and begin to establish a lasting relationship with core consumers.
Our intuition suggested that we needed to go beyond the abstract pseudo-exotic images that are ubiquitous to the specialty tea market. Research reinforced this assumption that the all-natural core consumer is looking for products that go beyond the “experiential” and actually stand for something legitimate…authentic. The tea experience for the specialty tea consumer is very personal, a time where she can recharge from the demands of life, a sacred ritual that she deserves and protects. This experience is one that she wants to affiliate with a product that not only delivers on quality but matches her beliefs and values.
We collaborated with the global marketing team in distilling the essence of the brand and then began to deconstruct it into key attributes that one would think of when describing the character of a person. Top of the list were “Truth” and "Love" which proved to be at the core of the business and the brand. The design reflects the essence of truth conveyed across space and time. Photography is very specific — you see the people who farm the Tulsi Tea and look them in the eye so as to see the person, not just the abstract thought of a distant misrepresented farmer. Landscapes were employed to link the brand back to a place — in this case a real place, not the illusion of an exotic land. And we established white as the core brand color for purity and truth, specifying no less than fifty percent of any brand communication.
The structure and tone of the Brand Voice is modeled after the editorial/human interest style made popular by NPR’s All Things Considered. Not a coincidence, being the radio show is the most popular form of broadcast media with the core consumer, allowing the brand to benefit from the stylistic association and provide a platform to bring the Organic India story to life through the stories of the people.
The final identity is now launching and the trade reception has exceeded all expectations, with increased distribution and expanded placement with existing accounts. Early indications suggest that the new identity is a huge success.