I Say Organic

Taking you to the source of healthy food

The Offering: Organic fresh produce and conscious food choices are a household concept in India today. This is possible largely due to the pioneering efforts of a few driven people over the last decade. Ashmeet Kapoor, the founder of I Say Organic, is recognised for his painstaking work in building equitable partnerships with farmers all over India that today allow the brand to offer over 120 packaged products along with an array of fresh produce delivered directly to homes across the country.

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Strategic Naming: When QBF was invited to create a brand identity for 'Neevam', we strategically made a case for a change of name. Early research revealed that the brand's primary target audience were young, urban professionals who understood the benefits of eating organic food and liked that it was delivered to their home. We wanted to speak to them directly in a voice that was fresh and relatable. Toying with the popular song lyrics, 'You say tomato, I say tomato', and introducing the word 'Organic', the name, I Say Organic, becomes a bold declaration, and a call to action—coming from the brand and the conscious consumer alike.

Visuals: The brand language rejects the usual 'rustic brown-paper' look synonymous with the category. I Say Organic has a language that is joyous and vibrant, with an identity that speaks of seasonal produce and nutritious abundance.

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Branding / Packaging

Collaborators:
Sudeepti Tucker, Kriti Monga (Illustration)

Team:
Sujay Sanan, Rohnit Rehani, Sneha Punjabi, Hanumant Khanna

Who says organic?
The illustrations for packaging give the brand the opportunity to put a face to the voice. The designs represent the young, Indian, environmental and health- conscious consumer, and place them in beautiful Indian landscapes — the source of the particular product. The lush and abundant farms, forests and orchards represent happy organic habitats.
Packaging solutions
A unique solution for the brand's lentils, grains and pulses includes an unprinted lower section on the translucent stand-up pouch which allows one to decipher at a glance the contents. Economical thermal printed stickers, printed in-house at ISO provide the flexibility to change content and produce minimum numbers as required — often an important factor in erratic organic produce yield.
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