MYA (MokshaYugAccess) leveraged on a microfinance business model primarily based on the farm to folk supply chain revolution. They started with millk and wanted to move to having their own retail store that sold fresh fruits and vegetables made available directly from the farmer to consumer.

The Good Chain is the name for their first retail store launched in Bangalore, India. Given below is one of the proposed identities that is based upon the basic idea of 'procured directly from the farmer's hand.'

 

Agency : Happy
Client : The Good Chain
Chief Creative Officer - Praveen Das
Chief Executive Officer - Kartik Iyer
Chief Operating Officer - Sid Roy
Business Head - Design : Shilpa Colluru
Design Supervision : Bob Surrao
Designer : Anuja Singhal
 

To bring out the idea of 'straight from the farmer's hand', I worked upon creating a very free-flowing, hand-written font, purely, well,  hand written. 

The brand needed a monogram which could be used on anything from labels to stamps.

The hand-work was taken a step further to create hand-illustrated colorful icons for fruits, vegetables, milk and staples, which would later act as variants for packaging and retail purposes.