My role

Brand Research
Brand Design
Art Direction

timeline

6 weeks

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.

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Part 2:

Goals and Purpose

Goals and Purpose

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

Individual power and responsibility

Individual power and responsibility

Individual power and responsibility

Our Core Values

Organic is the norm

Organic is the norm

Organic is the norm

Our Core Values

For every body's needs

For every body's needs

For every body's needs

Our Core Values

Dignifying farming

Dignifying farming

Dignifying farming

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

Rooted in Better Lives

Rooted in Better Lives

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.

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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

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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.

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