URBAN FARMS CO / SPICES
UFCo, a company dedicated to building one of the world's largest regenerative farming ecosystems in India, offers two products within their spice category:
- Waigaon Turmeric: This native variety, single-origin turmeric sourced from India's premier growing region Waigaon, is cultivated using regenerative practices. Boasting over 4 times the curcumin content (compared to the average 1-2% found in Indian brands), it delivers exceptional flavour and unmatched wellness benefits.
- Araku Pepper: This forest-grown, single-origin pepper hand-picked by the tribal communities in the biodiverse forests of Araku Valley in Andhra Pradesh, delivers a powerful kick with it's high piperine content, making it a flavourful and functional addition to meals.
OBJECTIVE
- Launch the products on Amazon: Develop engaging content that highlights the products' benefits and drives sales on the platform.
- Design Point-of-Sale (POS) Collateral: Create a simple and efficient visual language for the products' shelf displays, tent cards, flyers, etc., that are consistent with the branding, and effectively grab attention and communicate the USPs in retail stores and traditional retail channels.
DESIGN CHALLENGE
- Understanding platform-specific needs and user behaviour in order to translate the product stories into targeted and impactful marketing materials that drive sales on both Amazon, and in retail stores.
- Effectively highlighting the unique selling propositions (USPs) of Waigaon Turmeric (Double the goodness) and Araku Pepper (Goodness from the wilderness).
- Designing a new, premium look for the Amazon content while leveraging the packaging design elements for a cohesive visual style.
TARGET AUDIENCE
- Health-conscious consumers who prioritize quality ingredients with health benefits, such as an immunity boost or anti-inflammatory properties of turmeric and pepper.
- Food and culinary enthusiasts who appreciate the difference high-quality spices make, and are interested in enhancing their dishes with unique flavours.
- Regenerative agriculture enthusiasts who care about the environmental impact of food production and support sustainable practices.
- Mothers who prioritize healthy eating for their families and children.
DESIGN DECISIONS
- Cohesive and consistent branding and content across all POS collateral to reinforce the brand image in the minds of consumers and maximize brand awareness and recall. By encountering the same branding elements repeatedly, shoppers are more likely to remember UFCo and associate it with the high-quality turmeric and pepper products.
- Leveraging existing packaging design for POS collateral to create a sense of brand continuity, allowing consumers to easily connect the products on the shelf with the branding they see on the collateral, in-turn reinforcing brand recognition and simplifying the buying decision for consumers who are already familiar with the products.
- Strategically placing elements on a layout that not only creates a more dynamic visual presentation, but also guides consumers towards the most important information. Layouts with clear information hierarchy ensures consumers can quickly grasp the USPs of the products and are more likely to engage with the POS displays.
- Creating a premium look for the Amazon content since the products' presence was new on the platform. This approach aims to create a strong first impression and entice potential buyers unfamiliar with the brand. A high-quality aesthetic on the Amazon platform can elevate the perceived value of the products and make them more competitive against established brands.
LEARNINGS
- The importance of consistent communication across all Point of Sale marketing materials in order to reinforce brand recognition, and strengthen the brand recall in consumers' minds, even if it seems repetitive.
- Understanding that the unique needs of each platform (physical retail vs. online marketplace) is crucial. POS materials require clear, concise information hierarchy for quick product understanding, while Amazon content benefits from a premium look, along with in-depth information to stand out in a competitive environment.
- Effectively utilizing existing design elements from packaging when there's a lack of other branding can ensure brand continuity across marketing channels.
TURMERIC / AMAZON CONTENT
TURMERIC / POS COLLATERAL
PEPPER / AMAZON CONTENT
PEPPER / POS COLLATERAL
ADDITIONAL PROJECT: GIFT BOX
The project scope expanded to include a gift box design aimed to introduce the products to important contacts and close friends of the founding CEO of Naandi Foundation, Manoj Kumar, fostering brand awareness. The box would contain both products alongside a small, informative card providing a quick overview of their features and benefits.
