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Green chutney
Branding
Green Chutney is Hereafter’s in-house multilateral publication aimed at busting myths created by manipulative marketing about health and lifestyle products.
Why Green Chutney?
The industrial revolution happened and is now in the past. Cheap, quick, fast is not a one-stop solution to the whole world’s problems anymore, especially not India, who, at turtle speed is realizing the ills of mimicking the West. In terms of food and lifestyle, Green Chutney stands firm for producers and promoters of food that believe in quality over quantity, people over profit, and are holistic in the way they function. No more pseudo marketing, false hooks and superficial fads.
Design Brief
The industrial revolution happened and is now in the past. Cheap, quick, fast is not a one-stop solution to the whole world’s problems anymore, especially not India, who, at turtle speed is realizing the ills of mimicking the West. In terms of food and lifestyle, Green Chutney stands firm for producers and promoters of food that believe in quality over quantity, people over profit, and are holistic in the way they function. No more pseudo marketing, false hooks and superficial fads.
How
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Bringing a sense of play in all our publications and explain science through the art of writing and visuals
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simple to read/understand language
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Culturally rooted context to the Indian audience
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Concise, not preach-y
Who
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Current aim: Literate urban audience who can make individual lifestyle changes and impact proximal communities around them
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Larger aim: Multilingual, semi-literate, middle-class Indian women who are decision makers of our kitchen’s and family’s healths
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