CLIENT
THE LADDOO WALA
SERVICES
BRANDING, PACKAGING
STRATEGY, SOCIAL MEDIA
YEAR
2021
Born from the love of a mother-daughter duo, ‘The Laddoo Wala’ originates from the deep connection with food and the joy it awakens. Laddoos are an integral part of every Indian household and are a symbol of togetherness.
HAND ROLLED LADDOOS
WHY MITHAI
Mithai transcends mere food; it embodies tradition, culture, and the essence of shared joy, making it an indispensable part of life's memorable moments.
IDEOLOGY
BRAND ARCHETYPE
COMPETITION RESEARCH & ANALYSIS
BRANDING PROCESS
"The Laddoo Wala” is steeped in tradition and excellence, and we wanted the logo to be not merely about aesthetics but also about evoking emotions of heritage, social status, and power.
FONTS
Step into the realm of TLW through the vibrant tapestry of illustrations that grace our boxes. Each stroke tells a story, and each motif whispers of our journey, ethos, and the essence of what TLW stands for. As you run your fingers over the surface of our packaging, you embark on a visual odyssey that mirrors our dedication to perfection and authenticity.
While creating these illustration extensions one thought was prominent ‘The next time someone holds a TLW box in their hands, they take a moment to savor not just the delectable treats within but the rich tapestry of stories and traditions that adorn its surface.’
SOCIAL MEDIA
We implemented the following social media strategies that aligned with the brand's ideologies as well as were effective in engaging its audience, fostering emotional connections, and strengthening brand presence.
Interviewing people about their first or fondest memory of laddoos
-
Content Approach:
Create engaging videos with the core team members, asking them to share their personal stories and memories associated with Laddoos. -
Platform Utilization:
Utilized Instagram, and Facebook for sharing video interviews, accompanied by captivating captions that evoke nostalgia and emotional connections.
Explaining the Illustrations and their meanings on packaging
-
Content Approach:
Create visually appealing and informative content that delves into the symbolism and significance of the illustrations featured on the packaging. -
Platform Utilization:
Utilized Instagram carousels to showcase the illustrations with detailed explanations of what they mean, providing a deeper understanding for followers.
Sharing the
history of laddoos
-
Content Approach:
Craft informative and engaging content pieces that explore the rich history and cultural significance of laddoos, tracing their origins and evolution over time, focusing on the ‘nostalgic’ aspect of TLW -
Platform Utilization:
Utilized Instagram to showcase old textbook images and a detailed caption on what, how, and where laddoos originated.
Behind-the-scenes of laddoo making in the kitchen
-
Content Approach:
Capture moments of preparation, and packed boxes, and showcase artisanal craftsmanship and dedication that goes into making each batch of laddoos to humanize the brand and emphasize its commitment to quality. -
Platform Utilization:
Utilize Instagram Stories to show real-time behind-the-scenes footage, allowing followers to experience what’s going on in the kitchen today.
Share making videos on Instagram and Facebook, accompanied by informative captions that highlight the expertise and passion of the culinary team.
Hand-rolled with Love
in Small Batches:
-
Craftsmanship: TLW prides itself on the meticulous craftsmanship that goes into every batch of Mithai. Each Laddoo is lovingly hand-rolled by skilled artisans.
-
Quality Assurance: By producing in small batches, "The Laddoo Wala" maintains strict quality control standards, guaranteeing freshness in every bite.
Nostalgia:
-
Heritage: "The Laddoo Wala" celebrates the rich culinary heritage of India, drawing inspiration from traditional recipes and age-old techniques passed down through generations.
-
Timelessness: Through the nostalgic charm, TLW connects with consumers on a deeper emotional level, invoking sentiments of warmth, comfort, and familiarity.
Ingredients First:
-
Craftsmanship: TLW prides itself on the meticulous craftsmanship that goes into every batch of Mithai. Each Laddoo is lovingly hand-rolled by skilled artisans.
-
Quality Assurance: By producing in small batches, "The Laddoo Wala" maintains strict quality control standards, guaranteeing freshness in every bite.
The Everyman:
Characterized by its relatability, down-to-earth nature, and its ability to connect with everyday people, TLW aims to bring back traditional Indian mithai-like laddoos into mainstream conversation by making them feel accessible and appealing to a younger audience who may be more inclined toward Western sweets.
Ruler:
Representing authority, sophistication, and exclusivity. TLW when infused with a touch of luxury, elevates the traditional sweets to indulgent delicacies, appealing to a discerning audience seeking premium experiences. The brand's approachability and youthfulness are juxtaposed with its luxurious aura, creating a unique blend of accessibility & exclusivity.
Identifying our competitors in the luxury mithai market provided valuable insights into their strategies and enabled us to craft a unique positioning for TLW. Our primary outcome for the research concluded that all brands were renowned for their high-quality, well-packaged sweets. To stand out, we redefined the narrative surrounding luxury mithai. Rather than solely focusing on premium ingredients or exquisite packaging, we differentiated ourselves by highlighting the experiential aspect of enjoying mithai.
TLW celebrates the moments shared with loved ones, creating a narrative of warmth, tradition, and celebration that resonates deeply with our audience.By infusing our brand story with emotion and nostalgia, we established a unique identity that transcends the traditional parameters of luxury mithai. This approach not only distinguishes us from competitors but also fosters a stronger connection with our customers, making our brand the preferred choice for memorable occasions and everyday indulgences alike.
We wanted to highlight the colorful Indian festivities on the packaging. Moving ahead with shades of pink, orange, and beige with muted tones helped us keep the modernity of the brand intact while still being reminiscent of festivities and the bright Indian past.
COLORS
#BB8A89
#C5864A
#E8D9CC
#FCF5D5
#GOLD
(Primary)
DIDOT
(Secondary)
LATO
PACKAGING
We wanted to create each package a vibrant tapestry, handcrafted with love and care, just like TLW’s culinary creations.
Keeping in mind TLW’s ideology that every detail matters. Our commitment to quality, freshness, and the artistry of our creations is encapsulated in every aspect of our brand, right down to the carefully curated illustrations adorning our packaging.
The illustration style we chose is like a kaleidoscope of flavours, colors, and traditions, inviting patrons to immerse themselves in the tapestry of Indian festivities. From the joyous festivities of Diwali, where the air is alive with
the twinkle of holy lamps and the vibrant hues of rangoli, to the simple pleasures of homegrown delights like Mathi and Chakri, this packaging is a tribute to the timeless traditions that bind us together.
Each specialized box is a testament to the unique ingredients and craftsmanship that define TLW’s offerings. Take, for instance, the barfi collection, where the illustrations of the chickpea plant evoke the earthy essence of this beloved ingredient. It's a nod to the roots from which our creations spring forth, honoring the purity of flavor and the richness of tradition.
In essence, these box design illustrations aren't just decorations; they're windows into the soul of TLW. They encapsulate the brand’s commitment to quality, reverence for tradition, and unwavering passion for crafting culinary delights that transcend mere food, they celebrate life, love, and the timeless bond we share with our patrons.
Inspired by the grandeur of monograms and the nostalgic charm of hand-painted signages, our approach to crafting the perfect logo embodies sophistication, lineage, and timeless elegance.
In crafting the monogram logo for "The Laddoo Wala," we embraced the brand's heritage and aspirations, infusing the design with elements of royalty, social status, and nostalgia. By marrying the grandeur of monograms with the charm of hand-painted signages represented in the dual line border and the parallel lines running all along the monogram.
