A Postcard From Bharat To India By Barosi Farms
Client: Durlabh Rawat
Scope of work: Brand Strategy, Research, Brand Identity, Brand Messaging, Packaging Design, Art Direction.
Industry: Food & Beverage
Barosi comes straight from Indian farms in rural areas that make fresh, natural and wholesome products. Rooted in their traditions and culture, they provide the best products from different parts of the country to your kitchen, made in their most authentic way.
The main challenge was that this brand essence was not coming across through their old packaging and branding. It was important that the packaging talks about the brand essence and where and how product comes from. To address this, we positioned Barosi as a brand that is like a postcard you receive from rural India – a “Postcard from Bharat to India.”
BEFORE AND AFTER
Barosi Farms: A Story of Bharat (Rural India) To India (Urban India)
Coming from a rural background, Durlabh, the founder always wanted to have a connection with its history. Working in the urban space showed him the opportunities that can be used to create a better place for the farmers. That’s when he founded Barosi, he really wanted the Urban population to take a step back and enjoy the simple times of the rural areas with his products.
A brand that wants its customers to understand how are the products being made, where it comes from. It was important that consumers know what’s the origin of the product and the brand.
Barosi is a brand that is grounded in their roots, honest about its products, and straightforward about who they are. They deserved their story to be told. The dot in the letter B (Bharat) is moving to the letter I (India), just like the products of Barosi.
We built the entire brand like A Postcard From Bharat. Any product you receive is really a postcard filled with anecdotes from a different part of India sent by Barosi. So we created strong elements like using postal stamps, label descriptors, postcards, and traditional pattern. etc. We wanted to make sure you know the origin and the farmers behind each product.
So, on every product’s backside, we ensured to mention how the product was traditionally made and the memories that the founder has with each from, and where it comes from. For eg: Wheat comes from Ashok Nagar, Honey comes from Faridkot. etc.
Barosi is truly a sustainable brand, the products are packed in reusable glass jars. Since the brand only has the bandwidth to do brown carton boxes, we wanted to add something more to create the experience better.
So each box has 4 different stamps – one for the origin, second for the product, third of how the product is being made, and lastly one with the product name. Each box had a different look & experience. Our goal was to create a thoughtful brand with memorable consumer experience.
“ After a lot of research and discussions, I decided to work with Sejal for Barosi. I am super happy that I took the right decision. What stands her out from the sea of options is her professional skilled approach, aesthetic sense, going the extra mile to achieve excellence.
I wish her the best for her future projects, keep growing!”
Durlabh Rawat, Founder of Barosi