The Challenges
People cooking on daily basis often struggle finding generic ingredients to be used in recipes or organic supplements on online food portals and grocery shops due to the lack of unavailability or quality -sometimes compromising varieties. But if we go into the core of health, it is not just the landscape of cooking, but indeed essential for every human being. Aara aims to be a leading aggregator to all in one wellness products.
Aara’s differentiation to market needed to be such that it can thrive the competitive global market applications.
The task was to fabricate a modern style for brand, validate user’s loyalty to the brand, aware users of the importance of home ingredients of day-today use, healthy food consumption and to develop a lean shopping experience online.
Service Provided
Research & branding
The Process
We started with a design and validation process to transform the storyboard idea into a project. As aara needed to have a promotional segment to its products, we started by storyboarding and prototyping various ideas on mood, shape, emotions and dynamics of w user when he/she takes in hand an aara product.
We have applied a lot of concepts, making timeless its visual appeal, selective choice of colours and typography that fit the idea of daily cooking ingredients and healthy food. We worked on the keywords which resembled to organic foods – like beans, dals, flours, vegetables, sattvik diet, fit-whiz, dry fruits,etc. However, at the same time, the logo and other promotional materials, needed to maintain its coherence and values.
The Moodboard
The moodboard keywords for aara were: cooking ingredients, daily ingredients like poha, pulses, beans, aara spices, sabudana, quinoa, tamarind, dals, flour, dry fruits and nuts, double mari, jeera and healthy servings like aara mango pulp; Multi-platform, online portal, etc. and thus the resulting logo grid is derived using golden ratio rules that ensures perfectly balanced logos.
Here is an array of sketches we drafted to derive the existing icon. The mission of the company is make health wellness available to a larger scale. For this reason, it was essential to have a fine blend of household cooking ingredients, organic compositions (originality) and e-Commerce perfectly.
