Is the rural and the urban India really different?

Scope Of Work: Market Research, Brand Strategy, Understanding Consumer Psychology, Product Packaging and Brand Extension.

Coming from a rural background, Durlabh, the founder, always wanted to keep a connection with where he was from. Working in the urban space showed him the opportunities that could be used to create a better place for the farmers. That’s when he founded Barosi.

He wanted urban India to take a step back and enjoy the simple times of rural India through his products.

Barosi comes straight from Indian farms in rural areas that make fresh, natural and wholesome products, rooted in their traditions and culture, brought to your kitchen in the most authentic way. But, why do they need to rebrand?

SKIP TO THE VISUALS

IDENTITY CONCEPT

What if every product arrived like a postcard?

We wanted the identity to carry more than a name. Inspired by handwritten postcards and journeys across India, every visual element reminds consumers where their food comes from and who made it. 

The moving dot becomes a symbol of that journey, connecting Bharat with India, while keeping Barosi’s roots visible at every touchpoint.

From the farms of Barosi to you!

We built the entire brand around the idea of A Postcard From Bharat. Every product becomes a postcard, carrying stories, traditions, and flavours from a different corner of India, thoughtfully delivered by Barosi.

THE BEST PART

How do you convey these stories on the packaging?

The packaging comes alive through postal stamps, traditional patterns, postcards, and origin labels. Every pack traces its roots, sharing where the product comes from, how it’s traditionally made, and the stories behind it.

Can a brown box deliver a brand experience?

Barosi is truly a sustainable brand. The products are packed in reusable glass jars and zero plastic is used. Since the brand only had the bandwidth to do brown carton boxes, we wanted to add something more to create a better experience.

So, we designed four different stamps for each product: one for the origin, one for the product, one for how the product is made, and one with the product name. Each box had a different look but the same experience. Our goal was to create a thoughtful hand crafted brand with a truly memorable consumer experience.