The Challenge

Just Organik, as name suggests is an organic food brand that teams with farmers communities, aim was to develop sustainable and effective organic food cycle in the Indian market. Their operating model included multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store. Marketing support system for Just Organik helped in building brand strategy that mirrored not just what they provide but how they provide it, and more importantly what brand image it creates in the mind of people who buy the products, as well as for brand collaborators.Although the category of organic food brands had been experiencing a sustained period of significant growth, which leads Just Organik to fall behind its existing competitors in the market in terms of financial performance, store footprint, and customer relevance. The challenge was to suggest a revitalized approach to the launch to win rapidly evolving category of the audience.

Solution

Just Organik, frame as an omni-channel health and wellness lifestyle brand. Multi-disciplinary approach combined several types of rigorous consumer research, creative ideation plans and classic visualisation towards brand identity and brand collaterals; to uncover insights that led to the definition of a compelling positioning strategy and clear brand personality. A breakthrough strategy of “farm-to-plate” appealed to the health concious target segment. After developing the positioning, a visual system was designed which talked about the brand step-by-step over the social media and range of marketing strategies were implemented to tell the brand story across a range of touchpoints.


Worked on above services and brand during my term with HathBerry Corp. Activities Handled: Marketing ideation, strategic plan development, online activity execution & part of brand collateral designing.