Problem Statement
- An Ode To Gaia is India’s 1st luxury vegan patisserie that brings together 2 extreme concepts: Veganism and indulgent French desserts.
- Our major challenge was combining the ‘Halo Effect’ of Veganism & the decadent nature of French Desserts and connecting it with the brand.
- We wanted to position the brand in such a way that made veganism look less ‘boring’ and more ‘indulgent’ & ‘luxurious’ instead.
- Their desserts not only look luxurious but also taste divine and to justify this we needed a strategic brand positioning strategy that would portray them as an extravagant and bold brand.
How did we achieve this?
- We prepared a detailed product brief keeping in mind the premium & luxury factor of the brand, perfect for its target audience.
- We closely worked with the design agency and avoided earthy colors like ‘green’ & ‘brown’ which were commonly associated with vegan products. This helped change and challenge the way consumers perceived veganism.
- We instead stuck to different tones of pastels that helped the brand look lavish and not preachy at all, moving away from the common notion of veganism.
Outcome
- The brand was re-positioned and given a new visual identity across all the channels.
- Built a line of shelf-stable products for sale.