Launching a plant-based dairy brand in urban India
CONSUMER RESEARCH
BRAND STRATEGY: POSITIONING & ARCHITECTURE
IDENTITY & PACKAGING DESIGN
COMMUNICATION DESIGN & GUIDELINES
Maiva, an emerging brand in the dairy alternative space, sought to launch itself in the market by centering its brand around the purity and freshness of plant-based products. The strategy was designed to resonate with consumers' growing desire for natural, wholesome options, while also celebrating the simple, everyday joy of dairy alternatives. By focusing on freshness and purity, Maiva created an experience that feels both familiar and refreshingly new.
BUILDING THE MAIVA BRAND
The Consumer Insight
In a world where healthy living is a chorerequiring a constant state of balance betweenwhat we want and what is good and between self and others, people are looking to keep the excitement alive
The Identity
The wordmark in blue, embodies the strength of a caregiver with clean, straight lines sofened at the edges. The typography exudes a reassuring stability, mirroring the reliability of a trusted companion in the dairy-free journey. The design marries the brand’s steadast commitment to quality with a gentle touch, inviting customers to savor a compassionate and nururing choice.
The Packaging Design
The packaging design for Maiva was inspired by the dessert category- creating a universal appeal for the brand and creating new moments of consumption.
Using a white base, and the fresh colour palate of the brand, we created a packaging design that would stand out on the shelf.
