Iyal is an organic store in Coimbatore which aims at supplying pesticide-free vegetables and provides a platform for organic farmers to market their products. Iyal intends to bridge the gap between farmers and consumers thereby ensuring that the farmers get recognition for their hard work.
Background: Iyal is an organic store in Coimbatore which aims at supplying pesticide-free vegetables and provides a platform for organic farmers to market their products. Iyal intends to bridge the gap between farmers and consumers thereby ensuring that the farmers get recognition for their hard work. With this concept in mind, they wanted us to create a brand identity and template for them to market their products.
Finding: Iyal in Tamil symbolises Nature. So we decided to give importance to Nature in each and every detail of our design. The three fruits- mango, banana and jackfruit play a significant and vital role in the culture of Tamilians and hold a tradition that traces back to the ancient times. So, our idea was to make use of these three fruits in our design. We also understood that since this product is all about Nature and organic goods, we had to use the right colours to evoke that very feeling in the consumer. Having the tradition, culture, Nature and organic products in mind, we began our Design process for Iyal.
Brand Story: The very first thought that pops up when the word, “Nature” is uttered is the Greenery and fresh air. We designed our entire logo having a leaf as the base. Our notion was not to just create a logo but to kindle the affection each person has towards Nature. Everyone these days have become very health conscious and are willing to invest more to consume fresh quality and organic food-stuffs. We wanted to convey all of these information and evoke the connection with the brand in our single brand identity design. We named the brand in a very unique way infusing Tamil and English and created a noteworthy and attractive identity that has the ability to stir inclination towards the product.
Making of the Logo: When the products are displayed linearly stocked in a Grocery store, what is the first thing that attracts the buyer? Name, symbol and design are the foremost things that will come to notice. The attractive look, unique name and colours arouse emotion. These are the things that we have in mind each time we build a brand’s identity. We used green, orange and brown to evoke the feeling of nature, freshness and earth. Using the leaf as a base, we named the product with a Tamil infusion and in the Tamil letter, we presented the traditional culturally significant fruits- banana, jack fruit and mango. The beauty is, when you take a glimpse at the logo we crafted, you will understand the lines and lines of information about the product in a few seconds.