Organic India
Fulfilling the destiny of an authentic brand.
A new tea brand wins 18 hard-fought SKUs at Whole Foods; store managers embrace authentic message, creating branded endcap displays... on their own dime.
Overview: Each year, over 15,000 Indian farmers take their own lives in an act of desperation — deliberately ingesting the very same pesticides that have ravaged their land. Today, Organic India has helped to create over 500,000 acres of organic agriculture in India, creating sustainable jobs with living wages and helping thousands of farmers return to their sacred connection with the land.
Challenge: Organic India had been advised by prior marketing consultants to assimilate their brand to the cultural icons Americans associate with India: yoga, Hindu and henna. Based on consumer research and an evaluation of competitive offerings, this could have been a sound solution. But for an authentic brand, manufactured stereotypes were an unacceptable solution.
Solution: Introduce an authentic story in a tea category dominated by illusory, indulgent imagery. Organic India's brand is built on the company's culture of consciousness.
Real Indian farmers look you in the eye, creating a circle of harmony between the farmers who care for the organic land, and the consumers who enjoy the organic tea.
Organic India has enjoyed continual expansion of distribution since launch, and in under two years has become the #9 specialty tea brand in a the natural channel. The brand proposition has been widely received with open arms. Store managers have become brand advocates, creating Organic India endcaps and promotional displays with no prompting — because they embrace the authentic story — thus becoming part of the circle of harmony.
Challenge: Organic India had been advised by prior marketing consultants to assimilate their brand to the cultural icons Americans associate with India: yoga, Hindu and henna. Based on consumer research and an evaluation of competitive offerings, this could have been a sound solution. But for an authentic brand, manufactured stereotypes were an unacceptable solution.
Solution: Introduce an authentic story in a tea category dominated by illusory, indulgent imagery. Organic India's brand is built on the company's culture of consciousness.
Real Indian farmers look you in the eye, creating a circle of harmony between the farmers who care for the organic land, and the consumers who enjoy the organic tea.
Organic India has enjoyed continual expansion of distribution since launch, and in under two years has become the #9 specialty tea brand in a the natural channel. The brand proposition has been widely received with open arms. Store managers have become brand advocates, creating Organic India endcaps and promotional displays with no prompting — because they embrace the authentic story — thus becoming part of the circle of harmony.
The green leaf logo embodies the tulsi leaf and organic farming. The clean typography speaks to the "new India."
The Brand Center, Consciousness in Action, is activated in the tagline: Real People. Real Life. Real Change.