At Drumup Media, I was honoured with the opportunity to work on a project to do some character redesign and branding. The client being Vachan Brand, a subsidiary of Sarda Dairy. Sarda dairy is a business house from Central India with a standing of over five decades in Industry and now with a committed vision on Rural farming, Dairy and Cattle.
The conundrum brought forth was the brand wanted to re-vitalise its look and image, specifically the focus being on the logo or a mascot character, for the modern times. They wanted specifically a female focused character that would be instantly recognisable and become a household name, equating them along with the rest of the other well established food and lifestyle brands, with assured quality and reliability.
This process was fluid as I had already an image in mind from the get-go. I played around with logos and shapes before settling on a solid character look, shape and style.
The culmination of this project, lead to settling around the 4 designs you see below. The clients the added feedback that an anthropomorphised cow might work as well with my explorations. This is as to explore their options of better relaying the message of, their deep and integrated connection to the rural areas, the people, the cows and highlight the superior quality and standards to which all their products are produced. The designs were then finalised and selected by my superiors and the Vachan team, the latter deciding to take over the project themselves to further the ideas, direction and concepts in-house. Alas, this project would not see the light of day, due to the unforeseen circumstances behind COVID-19 hence postponed indefinitely, but I hope these designs hit the world someday.
