My role
Brand Research
Brand Design
Art Direction
timeline
6 weeks
Contents
Disclaimer
Some images used for this project are sourced from external creators. I do not claim ownership or license of any images. All rights belong to their respective owners.
Part 1:
Background and Research
What is purabi?
A beloved dairy co-operative brand in the North-East of India
Purabi Dairy is a brand of dairy products produced by the West Assam Milk Producers' Cooperative Union Ltd. (WAMUL) in Assam, India. Since it's inception in 1976, it has supported and uplifted local dairy farmers by providing a fair market for their milk. It is known for promoting the welfare of rural farmers while ensuring high-quality dairy products for consumers in the region.


Why rebrand?
Refresh existing values and identity to connect with evolving customers and challenge trends
It’s a crowded market, but what sets us apart are our values, impact, and the stories we tell. These have earned us customer loyalty over the years. Now, we aim to reach people nationwide, sharing stories that matter—challenging trends to revive what’s truly good for us and the planet—while connecting with a larger audience.
Brand audit
Identifying what makes us unique
Producers and consumers as one
Our focus isn’t on selling—it’s on providing our producers with a fair platform. We invest heavily in empowering them to produce high-quality goods, ensuring our consumers receive the best in nutrition.
Existing customer loyalty
Over the years, we have built a strong bond of trust, consistency, and transparency with both our consumers and farmers. However, with the influx of new brands and products, younger generations aren’t as connected to the brand as previous ones.
Born for impact and movement
We were born from a movement, and we continue to drive one. We raise awareness about mindful consumption—not just through our produce, but through our voices and stories.
Brand audit
What's currently missing
Purabi Dairy is a brand of dairy products produced by the West Assam Milk Producers' Cooperative Union Ltd. (WAMUL) in Assam, India. Since it's inception in 1976, it has supported and uplifted local dairy farmers by providing a fair market for their milk. It is known for promoting the welfare of rural farmers while ensuring high-quality dairy products for consumers in the region.
Competitior Analysis
Competitors are focused on selling rather than making a connection

Brand loyalty is key—most cooperative dairy brands have a long history and strong consumer trust, keeping customers coming back.
It's a crowded space, but most are missing an opportunity to tell authentic stories. While competitors focus on selling products, there's untapped potential for creating cultural impact.
Another way to stand out is through tone of voice. Most brands rely on formal or preachy communication styles that feel outdated and fail to connect with newer generations. Markets have evolved, and so have consumer expectations.
Lastly, there's a clear gap in the market for clean and transparent communication. No brand is truly championing products that are genuinely clean, and many rely on misleading advertisements. This leaves room to differentiate by being honest, transparent, and people-focused.
Part 2:
We identified our key objectives
New product vertical
Use the tried and tested co-operative model for vegetables and other produce. Give small-scale farmers a market for their produces.
1
Organic- the norm
In cities, organic food has become a luxury, priced high among a flood of adulterated options. We're here to change that.
2
Go national
We’re raising awareness on mindful consumption—not just through our produce, but through our voices and stories.
3
Strengthen existing value system
We’re refreshing our values to set new, higher goals, all while staying true to our core principles.
4
Relatable communication
Our communication will speaks to everyone in the society, making it relatable on a local as well as national scale.
5
Tell real stories
Purabi's impact has made us loved and trusted. We aim to share these stories with people through the right channels.
6
Our Mission

Our Vision

Our Core Values
Our Core Values
Our Core Values
Our Core Values
Our New Brand Architecture
Purabi
New launch!
Purabi Foods
A newly launched vertical for fresh locally sourced fruits, vegetables and produce .
Purabi Dairy
What was previously the whole company is now a vertical under the larger company, Purabi.
Redefined!
Purabi Union
Giving the co-operative movement that has made waves until now a stronger identity.
Our creative platform
Deep commitment to improving lives on a fundamental level. It is invested in creating positive, lasting change. The word rooted suggests a strong foundation—something grounded, consistent, and reliable. This tagline resonates well with the brand’s values of community, well-being, and growth, showing that their mission or products contribute to enriching lives in a meaningful, enduring way.

Part 3:
Construction
logo development
Inspired by the birthplace of Purabi, Assam
India
Assam
wordmark
Building on the familiarity of our existing wordmark
Since the logo has a well-established identity that has been in use for decades and carries a nostalgic appeal, we decided not to make major changes. Instead, we focused on cleaning up inconsistencies and removing irrelevant details. The primary aesthetic remains unchanged.
Old wordmark
New refreshed wordmark
Logomark
colour palette
A quick look at our competitors
colour palette
A fresh twist on blue and inspired by the vibrant colours of Assam
vertical Logo treatment
Versatile use of colours to signify the verticals and the parent company

Purabi Dairy
Purabi Foods
Purabi Union
wordmark
Parent company
wordmark
Dairy
wordmark
Foods
wordmark
Union
Brand collaborations
Tie ups with grocery delivery stores, ready-to-eat meal brands, and much more
Typography
Serif display type, adding contrast and softness compared to the sans serif logotype.
Graphic containers
Reusing the iconic U-shaped container from the existing logo
Use examples
Graphic containers
Expanded shapes from the logo
Use examples
Patterns
Used on large surfaces
Use examples
origin icon
These indicate the location of source of fresh produce. To be used on produce packaging and merch
Part 4:
Application
At the source




To the factories


At the factories


Operations, research and innovation



Packaging














Producer and member merchandise






Employee merchandise


Consumer merchandise




OOH Advertisements



Launch campaign
Launch campaign
"Organic is for everyone", a long form video ad campaign
This campaign takes viewers on a journey, reminding them that organic, natural farming is how food was originally grown. It emphasizes that “organic” isn’t a trend but a return to real, wholesome practices. The message is clear: organic isn’t luxury; it’s the way food is meant to be. The campaign aims to show that if we can make organic produce accessible, it can become the everyday choice for everyone.
General campaigns



Website
Social
Local ad
Social content
Events

In conclusion
Successful brands don’t just sell products. They sell memorability, experience, and function
In just six weeks, I explored the intricate workings of a brand, from strategy to design. I learned that true differentiation often lies in understanding why people choose a brand, whether it's affordability or a specific quality, these insights can be transformative when leveraged effectively.
I also discovered that successful brands don’t just sell products. They sell memorability, experience, and function. Digging deeper into a product's true value and maintaining a consistent brand book are essential to shaping a lasting image with consumers.