Industry: F&B (retail)

Scope: Brand Identity & Packaging Design

Location: Mumbai, India

About Millet Mangalam:
Millet Mangalam is a Mumbai-based brand that champions the shift towards a healthier lifestyle by harnessing the nutritional benefits of millets. The founder, driven by personal experiences, discovered the transformative power of millets and embarked on a mission to share their goodness with others. Millet Mangalam is more than a millet-based product brand; it is an advocate for clean eating, embracing Indian heritage, and creating a better future through the incorporation of millets into everyday meals.

The challenge for Millet Mangalam was to position the brand in a way that would resonate with all age groups and educate consumers about the numerous benefits of millet-based products.

Brand Identity:
To address these challenges, our strategy focused on emphasizing the health benefits of Millet Mangalam's products and positioning the brand as nurturing, passionate, and friendly.

In terms of visual identity, we carefully selected colors that would appeal to consumers across different age groups, creating an inclusive and inviting brand image. The logo of Millet Mangalam underwent subtle customization, incorporating a millet plant within the double "L" letterform. This artistic representation paid homage to the brand's core ingredient while avoiding cliché imagery. Additionally, a sun symbol was integrated into the logo, symbolizing energy, vitality, and the positive impact that millets have on overall well-being.

The packaging design further reinforced Millet Mangalam's brand values. Featuring a family enjoying a meal on the front, the packaging highlighted the brand's focus on nurturing relationships and promoting shared experiences around healthy eating. This visual element conveyed the importance of incorporating millets into everyday family meals.