The Brief: The brief was to create a brand identity for a range of cold pressed juices and blended smoothies made from fresh, organic fruits and vegetables.
Design Challenge: The identity needed to take inspiration from nature, while staying unmistakably Indian, added to a tight deadline within which the products needed to be sent for mass production.
The Outcome: A bright, approachable brand, where the visual language showcases the fresh ingredients upfront, blended with soft colours to give Rus Organics a warm, friendly feel. The illustrations have been sourced, edited and used in various permutations and combinations to make each flavour variant unique, and cue good health and freshness over all collaterals. The logo consists of letters from the English alphabet and the letter "ra" from the Devanagiri script combined using fluid, free flowing type. This combination was used to reflect the founder’s heterogenous identity of an Indian growing up abroad, which she hoped would be symbolic of an ethnic brand making waves in a global market.