Good Measure
Good measure is a contemporary home-grown food brand from Bangalore, India. They offer freshly baked and homemade goods such as breads, cakes, cookies and dips. The uniqueness of the brand is that they employ economically disadvantaged and unskilled women. The sales from the products feeds back into training the women in baking.
I worked closely with the client to conceptualise the brand identity and design the packaging for their wide range of products. I also oversaw the styling and creative direction of the food photography. Beyond this, I support them with ongoing marketing requirements.
Branding & Identity, Creative Direction, Packaging, Food Styling
The Concept Development process
To develop the brand identity, I analysed the brand questionnaire and understood the brand positioning, studied the target audience and competition, and created word maps to arrive at key brand personality traits such as ‘empowering’, ‘inclusive’ and ‘contemporary’.
These traits served as the foundation for the brand identity.
The Branding
The logo presents a clear and simple message of an Indian woman facing modernity and finding identity no matter where she comes from. This is supported by a diverse and flexible range of colours and patterns to accommodate the brand's many products while appearing modern.
The Icon
The outline of an Indian woman with her head held high depicts empowerment and confidence.
The logotype
Soft, rounded type that is simple but bold. Structured to be minimal while coming across as friendly and contemporary.
The colours
A diverse and rich palette with Bright Orange, Chocolate Brown and Sky Blue serving as primary colours for key brand communication. The secondary palette allows flexibility and versatility when extending the brand language to packaging, digital touchpoints and other marketing collateral.
The typography
Quicksand is a sans-serif with rounded terminals and a geometric foundation. It looks great for headlines but is still legible in smaller font sizes. The regular weight has a touch of femininity with the thicker weight presents as minimal and contemporary.
The Patterns
I created fun and fluid shapes to represent the handmade and contemporary aspects of the bakery's goods. The abstractness and flexibility of these shapes lends them to being resized, scaled and adapted to a vast range of products.
Packaging
Product photography & Creative direction
I worked with the client to capture their product range by advising on composition, props, backdrops and lighting.
These photographs shot from a birds eye view tell a story of fresh, homemade and tasty food. They show the product in use, for example, soup sticks next to a bowl of delicious tomato soup to inspire and entice the audience. The raw ingredients scattered around reinforce the narrative of homemade.
