Redefining french patisserie that is plant-based and luxury.
Client: Naimita Jagasia
Scope of work: Research, Strategy, Identity, Packaging, Visual Extension, Art Direction and Web Design
Industry: Food & Beverage
Ode to Gaia is India’s 1st luxury plant-based patisserie started in 2019 from inside a garage. Naimita, founder of Ode To Gaia wanted to build OTG as a yummy, conscious, and plant-based brand that does right by Gaia-the earth.
We collaborated with Naimita to establish a strong foundation for the brand that conveys what the brand stands for and can be extended across different platforms while leaving a strong impression. It was important to break the myth that plant-based desserts aren’t as delicious or are quite boring as the regular ones.
BEFORE AND AFTER
Understanding The Category
(product, brand, market, pricing and positioning)
Naimita approached us with the idea to completely rebrand Ode To Gaia. Before getting into redesigning, it was important to understand the category and more importantly the mindset toward plant-based food.
We started with a detailed market study and then conducted a multiple survey to understand the current consumer base and the consumption pattern for OTG. We simultaneously looked at the vegan/plant-based market to understand how consumers behave and perceive vegan food.
Our survey findings were quite interesting that helped us understand how to move forward with the brand. We knew it was important to create a brand that wasn’t occasional, felt more premium and was yet plant-based because the fact that Ode to Gaia has french pastries that are vegan is something that makes the brand what they are today.
As a founder, there always comes a dilemma on how to stay true to yourself and yet be able to scale. Being plant-based had a lot of challenges, the most important being changing the consumer mindset that they aren’t compromising on taste but infact eating better quality ingredients.
Why are we really this? Why do we exist today?
People are unaware of what goes inside their food and are surrounded my incorrect facts or half truths about supplements.
We wanted to simplify things but not compromise. We want to do it right, for you.
How are we doing this? How are we making a difference?
By questioning everything we do. From the need, to the product form, to the manufacturing process, the ingredients and the end product.
Our products are the mix of nature (herbs, minerals, plants, flowers) and modern nutritional science.
What are we doing? What is different about us?
We are a natural, clinically proven and researched supplements brand specialising in efficient healthcare, backed by science.
We are making healthcare simple so that you understand why and what you are getting into.
Inspire your imagination with pastry, the way a piece of art or music would.
A mission to redefine pastry using plant-based ingredients and create quality products that are driven by taste, technique and a little bit of glam. A brand without any compromise.
Introducing the all new Ode To Gaia
We built the new identity and visual language on the foundation of Gaia. The G from the gaia is what keeps the brand grounded but yet adds that flair and sophistication to it. We wanted the brand to be recognised for why it was started. The founder’s values, ethos and her dedication to the earth- her ode to gaia is her patisserie.
We wanted the packaging to be simple, sophisticated yet
fun. The letter G we used had a lot of character and the flair
that the brand needed. We wanted the packaging to be
simple, sophisticated, fun but yet memorable.
Ode To Gaia was built to be loud, sassy yet premium that
sparks a conversation.
Desserts are like an escape from the reality. It is suppose to be a unforgettable indulgence and so no one wants to compromise on either the taste, ingredients, look or anything else. They want the full package. Consumers feel consuming plant-based food is a compromise, they feel that the taste is not the same and only people who can’t consume regular desserts opt for vegan ones.
But with Ode To Gaia, it wasn’t true. Infact, if consumers didn’t know that the product was plant-based they would have never guessed it.
