21 Organic
Creative Direction
Brand Strategy
Identity
Packaging
Mumbai, Maharashtra
Building a brand for a farm-to-door start-up, from strategy to compostable packaging.
The Challenge
21 Organic set out to do something different: bring fresh organic produce straight from farmers in Maharashtra to homes in Mumbai and Latur, through a subscription model inspired by community-supported agriculture.
The founders were keen to make Latur a hub for organic farming, and build a trustworthy brand to meet growing demand for organic fresh produce in Mumbai. The idea was strong. But the brand needed to earn trust from three directions at once: customers paying for something new, farmers committing to a new way of producing and selling, and a promise to do right by the environment.
The Process
We started by talking to everyone the brand would need to win over.
First, the founders and their vision: to make Latur a hub for organic farming, supplying fresh produce to customers in Mumbai.Then the farmers. We visited their farms and talked about how organic produce is grown, what the market wants, and what it takes to keep both pricing and supply steady. We spoke with local and international organic certification bodies, surveyed customers about their needs and preferences, and met public and private aggregators and B2B [bulk buyers, retailers, hotels & restaurants and catering services] to understand how produce moves from farm to city.
Three ideas came through clearly. Every design decision that followed had to serve all three.
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Farmers needed access to markets with a steady price and support to help grow the organic produce.
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The customers needed a trustworthy (certified) and consistent supply of fresh organic produce.
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To develop a working business model that would strive to achieve the values of the circular economy and reduce wastage.
The logo combines Jimmy Sans and Serif fonts for a natural, handcrafted feel that embodies "organic." And the brand mark - it’s not just part of the logo, it can stand alone as a mark of authority, applied on packaging and ads, making the brand consistent and scaleable across print and digital, building loyalty.
Unbleached eco-friendly bags with screen printed branding.
Eco-Friendly Packaging
From the seeds sown to the harvest reaped to its arrival at your door. Each step is carefully considered. Healing you and healing our environment.
The wooden chests were picked for their good looks, strength, and ability to break down naturally over time, becoming a part of farm compost. Their heat-treated wood means they can be used again and again for deliveries. With their multi-level layout and wooden dividers, these chests offer customizable compartments to protect produce from damage, all without resorting to single-use plastics.
The sides have handles for ergonomic lifting. The walls have small circular vents for air circulation. The wooden separators can also be turned clockwise to lock into place, and vice versa. The cotton cord can be pulled to pick up the level separator with ease, and the lid is branded using heat irons.
Website
SOCIAL MEDIA
Iconography
We designed custom icons to emphasize the essential features and services.
