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Young Designers 2011 |
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| Keywords Branding Packaging Women Empowerment Kumaon |
My diploma project involved the branding and packaging of a new natural produce brand called Nyoli, which is named after a women farmers’ company in Kumaon in Uttarakhand. Nyoli is an organization that is run by women under the banner of Central Himalayan Rural Action Group (CHIRAG), a rural development organisation, which deals with organically-produced foods from Kumaon. Nyoli provides them with market access, inputs (seeds and other requirements), logistical support, marketing and market information and value addition. Their target markets include supermarkets such as Big Bazaar, More and 6 Ten in metros such as Delhi and Mumbai. The design process required the understanding and application of Nyoli’s brand values. The identity had to speak for the products. The mes¬sage conveyed the unique and natural attributes of the products. The explorations involved playing with the keywords that had been selected to depict Nyoli and its brand values and applied to the packaging as well. The final deliverables included logo options, basic stationery such as visiting cards, letterheads and envelopes and packaging items such as labels for canned fruits, wrappers for fruit candy. Through this process, I learnt how an idea translates into brand. I am extremely glad that I was able to channelize my design education towards such a project that gave me an opportunity to work for a brand that works for betterment of the people. |
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