Our strategy was to create a homegrown plant-based food and drink brand that was better for people, better for the planet but fun and approachable rather than niche or preachy. The company launched with alternative milks in a market that was relatively new to plant-based products so we knew we needed a playful and tasty brand.

To educate the consumers we developed engaging, distinctive visual and verbal assets that highlighted the occasion and benefit of their first product – an everyday oat milk. We balanced a brand tone that’s sustainable but approachable, premium but affordable and playful but clear, ensuring it appeals to a wide range of Indian millennials across the country.