3Daathu is the parent company of Grain Stories based out of Bangalore. They wanted consumers to explore their past with their favourite dishes and flavours they grew up with this brand. The idea was to revive how people think about Indian ingredients and repackage grains and recipes so that they fit in with the modern lifestyle and aspirations. They decided to take the consumer-centric approach with it and focused on the aspect of storytelling to connect with their consumer.
Food & Health
The brand constantly reiterated the fact that consumers needed to connect on a personal level with it. The concept of sharing experiences while cooking and eating food and the fact that meals can help start conversations and build memories strongly lingered on our mind. Defining an adaptable language that runs smoothly along all products was definitely a challenge. The purpose, target audience and name, Grain Stories, helped us develop the brand identity further. Continuing from the concept of the brand name, Grain Stories, it was important to let the consumers explore the brand ideology once the initial connection was established. In a country like India where meals mean families coming together it was inevitable that the consumer needed to be encouraged to create and share new experiences with the brand in order to be able to fully understand its goals. Therefore the concept of “Create your own Grain Stories” was put forward. We established that eating together lets you share happiness and share stories over generations. The need to visualize how ingredients have changed over years in form and function contributed to the way we positioned our task of branding and packaging.