fipola

The Brief: Create a brand identity for Fipola, India's first modern meat retail company for fresh protein. It follows a 'farm to fork' model of business where the product is bought directly from the farmers - this was to be brought out in the visual language.

Design Challenge: Launch and grow a retail brand, where the purpose of the store had to be direct and easy-to-understand, and yet not unappealing to the more conservative target audience in India. The look needed to be premium and trustworthy, while still being affordable to all sections of society.

The Outcome: A strong brand language combining classic wood cut illustrations on a warm yellow background was created. This gave Fipola an approachable feel, while still being able to come across as a premium seller for good quality and safe meat retail. Narratives about the evolution of their meat were created using these illustrations combined with old school typography. This striking combination of yellow, black and white was used consistently, making sure Fipola was easily recognisable- be it the stores, packaging, uniforms and all collaterals.

Illustrator: Murali | Photography: G. Venkat Ram