Pattri

STRATEGY
NAMING
IDENTITY
BRANDING
PACKAGING
PHOTOGRAPHY
UI / UX

Pattri is a regional food brand that sources high quality, locally made and locally famous goodies across the length and breadth of India and makes them available everywhere.

Spearheaded by founder Paul Berkmans' passion for India’s regional culinary gems, Pattri’s journey with Thought Over Design began in early 2022. Our task was to shape a yet unmade brand into something that would capture the hearts and imaginations of food enthusiasts across India.

Pattri is a regional food brand that sources high quality, locally made and locally famous goodies across the length and breadth of India and makes them available everywhere.

Spearheaded by founder Paul Berkmans' personal passion for India’s regional culinary gems, Pattri’s journey with Thought Over Design began in early 2022. Our task was to shape this yet unmade brand into something that would capture the hearts and imaginations of food enthusiasts across India.

ORIGIN STORY

ORIGIN STORY

Paul shared with us his own inspiring experiences as a student, observing the iconic halwa sellers of his native Tirunelveli and his belief that food can help people discover and connect with their culture in a way few other things can.

THE FOUNDER INTERVIEW

With a 1-on-1 conversation, we understood the ins and outs of the brand being created, as well as founder intent. Paul shared with us his own relationship and beliefs around regional foods of India and the a-ha moment for creating this brand. It also unearthed a few hypotheses that we could explore further in the research phase.

GRASSROOTS PARTNER INTERVIEWS

Our main strength and differentiator was that all our food would be made in-site, by local shops and karkhanas, run by local families. They had their own recipes passed down and perfected over generations. We wanted also understand their POV and cultural context of the product.

THE RESEARCH JOURNEY

PRIMARY RESEARCH WITH REGIONAL FOOD LOVERS

We did in-depth interviews with a mix of gender and age-groups from Mumbai, Bangalore, Pune, Dehradun and were of Malayali, Punjabi, Maharashtrian, Sindhi & Konkani heritage.

INTERVIEWS WITH EXPERTS CHAMPIONING REGIONAL FOODS

Our experts, chosen because of their deep passion for India’s culinary treasures, helped us understand the challenges from within the industry. We spoke to a celebrity chef, a travel food show producer and the owner of a local store selling specialty regional foods.

SECONDARY RESEARCH INTO COMPETITION AND TRENDS

We explored the regional food and culture discourse through podcasts, documentaries, travel shows, food marketing campaigns, and published writings from experts. We also surveyed regional food specialty stores to get cues for packaging, storage and shopping behaviour.

THE RESEARCH JOURNEY

PRIMARY RESEARCH WITH REGIONAL FOOD LOVERS

We did in-depth interviews with a mix of gender and age-groups from Mumbai, Bangalore, Pune, Dehradun and were of Malayali, Punjabi, Maharashtrian, Sindhi & Konkani heritage.

INTERVIEWS WITH EXPERTS CHAMPIONING REGIONAL FOODS

Our experts, chosen because of their deep passion for India’s culinary treasures, helped us understand the challenges from within the industry. We spoke to a celebrity chef, a travel food show producer and the owner of a local store selling specialty regional foods.

SECONDARY RESEARCH INTO COMPETITION AND TRENDS

We explored the regional food and culture discourse through podcasts, documentaries, travel shows, food marketing campaigns, and published writings from experts. We also surveyed regional food specialty stores to get cues for packaging, storage and shopping behaviour.

EXPLORATIONS, DISCOVERIES AND INSIGHTS

WHO ARE WE TALKING TO?

We wanted to speak to the cosmopolitan global citizens, living in urban cities. They were internal migrants, who traveled the world, and were adventurers at heart, keen on trying new things and endlessly expanding their palate.

In speaking to these people we realized that despite being well-traveled, they felt like they had barely scratched the surface of their own homeland.

BRAND BELIEF

In this context, our brand wanted to become a window into the rich and hitherto unknown world of local delicacies that could give people a taste of their native lands.

We believe that exploring India's food landscape is an incredibly exciting and beautiful way to experience and preserve our cultural treasures.

BRAND IDENTITY

Taking inspiration from the changing tracks that lead to new discoveries, we created a simple but iconic mnemonic that could be the face of the brand. We designed it as the Devanagari alphabet 'प'. The wordmark was inspired by the stencil typefaces we encounter through different mode of transports and is designed to stand out in retail.

Taking inspiration from the changing tracks that lead to new discoveries, we created a simple but iconic mnemonic that could be the face of the brand. The wordmark was inspired by the stencil typefaces that we encounter during our travel in different mode of transports and is designed to stand out in retail.

PACKAGING SYSTEM

We created a system of information for the packaging that allowed for the brand to land impact, while still be visually compelling.

HANDCRAFTED ILLUSTRATIONS

We partnered with artists to create bespoke illustrations for our packaging. Each handmade watercolour illustration was a mood image that would be incorporated on our packs. These illustrations captured the vibe of the place our foods came from or a mood and moment of consumption.

JOURNEY OF THE PACKS

The process from concept to the final illustration on the packaging was layered. Each of them involved understanding the product, the cultural context in which it existed, the way it was eaten and even the rituals around it.

We partnered with artists to create bespoke illustrations for our packaging. Each handmade watercolour illustration was a mood image that would be incorporated on our packs. These illustrations captured the vibe of the place our foods came from or a mood and moment of consumption.

Understanding the product and its history

Understanding the product and it's history

Conceptualising the illustration

Colour Palette Inspiration

From Painting to Packaging

THE ILLUSTRATIONS IN PROGRESS

THE ILLUSTRATIONS IN PROGRESS

VISUAL LANGUAGE

The scallops that are often seen on shop front awnings are an integral part of the visual system. They also represent the array of products that the brand offers. To further complement the visual language, we created a set of icons that represent different elements from India’s food, places, and culture.

CRAFTING AN UNBOXING EXPERIENCE

The unboxing experience highlighted the brand attributes and tone of voice through the delivery box and the brand insert. We designed "tickets" to the places where the products originated from that told interesting anecdotes or facts from the region.

Delivery Box For Online Orders was designed with a focus on the brand attributes and messaging. We also created a brand insert as part of the unboxing experience that gave an introduction to the brand and told it’s story.

PHOTOGRAPHY

We directed the photography to present the brand to the world in line with its ethos, and also set the tone for future product launches. We developed distinct imagery and aesthetic for the brand that elevated our regional foods, aligned with our purpose and was playful and inviting.

We directed the photography to present the brand to the world in line with its ethos, and also set the tone for future product launches. We developed distinct imagery and aesthetic for the brand that elevated our regional foods, aligned with our purpose and yet, was playful and inviting.

SOCIAL MEDIA LAUNCH PLAN

An important brand building priority for Pattri was to bring alive its brand world to prospective consumers. Instagram was the chosen medium for us as it is a platform for food, travel and lifestyle-related conversations. Through a targeted strategic and creative ideation module, we created a social media launch plan with key assets needed to establish the world of Pattri.

We worked on translating the brand’s visual language to create an impactful launch campaign and social media brand presence.

Together with the core brand team, we defined key communication objectives for the initial few months, and the assets necessary to communicate it to our audience. The result was a bank of ideas and key creative executions that set the tone for the brand communication on social media.

We worked on translating the brand’s visual language to create an impactful launch campaign and social media brand presence.

POINT OF SALE COLLATERAL

GENERAL TRADE COLLATERAL

We designed the in-store posters and Free Standing Unit with a focus on the brand attributes and messaging.

SHOPIFY FRONT-END DESIGN

We designed the website to be a seamless online retail experience. We began by mapping out the structure and navigation with inputs from the Pattri team as it was important for the design to replicate the immersive journey into India that the packaging established.

Since the copy played a significant role for the site, we defined the brand’s tone of voice, and then used it to mindfully translate the brand’s story and purpose into website copy.