The Whole Truth
STRATEGY
IDENTITY
BRANDING
PACKAGING
WEB DESIGN
PHOTOGRAPHY
The Whole Truth (formerly And Nothing Else) aims to rebuild the world’s trust in food, through 100% clean food products, honest packaging and creating educational content about food and fitness.
Over the last three years, we’ve worked as design partners with the founder Shashank Mehta and The Whole Truth team to create the new brand identity and it’s evolution.
From the naming and identity design to the launch of various new product ranges across categories, we worked together to build a distinct presence and aesthetic in the world of packaged food.
The Whole Truth (formerly And Nothing Else) aims to rebuild the world’s trust in food, through 100% clean food products, honest packaging and creating educational content about food and fitness.
Over the last three years, we’ve worked as design partners with the founder Shashank Mehta and The Whole Truth team to create the new brand identity and it’s evolution.
From the naming and identity design to the launch of various new product ranges across categories, we worked together to build a distinct presence and aesthetic in the world of packaged food.
PURPOSE-LED
REBRAND
NARRATIVE-LED STRATEGY
The problem with food brands is that they lie. Or tell self-serving half-truths. The purpose of the brand was to challenge this status quo for consumers.
Our strategic process, through workshops and brainstorming sessions led to a sharp purpose, which then informed the entire rebrand exercise that followed.
The problem with food brands is that they lie. Or tell self-serving half-truths. The purpose of the brand was to challenge this status quo for consumers.
Our strategic process, through workshops and brainstorming sessions led to a sharp purpose, which then informed the entire rebrand exercise that followed.
LARGER PURPOSE = NEW NAME
LARGER PURPOSE = NEW NAME
The brand was renamed to capture the larger purpose that the brand set out to fulfill: Being honest about about not just the ingredients, but everything. With this intent, The naming focused on cues of honesty and transparency.
The brand was renamed to capture the larger purpose that the brand set out to fulfill: Being honest about about not just the ingredients, but everything. With this intent, The naming focused on cues of honesty and transparency.
THE WORLD OF ANNOTATIONS
THE WORLD OF ANNOTATIONS
We designed the new identity around the concept of a ‘good kind of vandalism’, since the brand was already known for identifying and marking up half-truths or false claims found on food packaging, to build the whole picture for their consumers.
We designed the new identity around the concept of a ‘good kind of vandalism’, since the brand was already known for identifying and marking up half-truths or false claims found on food packaging, to build the whole picture for their consumers.
THE IDENTITY
THE IDENTITY
While other brands tell you some versions of ‘The Truth’, this brand aimed to add the word ‘Whole’ to paint the bigger (and honest) picture. We translated this concept into the word mark and it became the core principle of the brand identity.
The visual language of the brand grew into a whole set of mark-ups, annotations and doodles.
These would add to the existing, visible imagery to build a larger message with copy and illustrations.
We also created the format of Whole Truth statements which became iconic for the brand.
VIDEO MADE BY HARKAT STUDIOS | WRITTEN BY SHASHANK MEHTA | BRANDING & ANIMATION BY THOUGHT OVER DESIGN
BRAND IDENTITY CONVERSATIONS
The Whole Range
The Whole Range
Over two years after the identity redesign, The Whole Truth has launched various 100% clean products across different categories.
In response to every category, we designed the new ranges in a way that the brand language evolved, while keeping the overall brand aesthetic intact.
PROTEIN BARS
PROTEIN BARS
DARK CHOCOLATE
DARK CHOCOLATE
PEANUT BUTTER
PEANUT BUTTER
ENERGY BARS
ENERGY BARS
Protein Bars
Protein bars were the first flagship product range of the brand, and the new identity launched with the refreshed protein bar packaging design.
We designed these bars with a clean, typography led approach with ‘Truth Statements’ for each variant. This system continued for some of future ranges as well.
When The Whole Truth launched a range of square shaped, protien mini-bars, we designed these as a fun take on the protein bar packaging.
Meet Barry, an unofficial mascot for the brand. Designed to be the voice of ‘truthful packaging’ he’s witty, friendly and he knows a lot about food.
Oh and in case you missed it, he’s the protein bar, personified.
Meet Barry, an unofficial mascot for the brand. Designed to be the voice of ‘truthful packaging’ he’s witty, friendly and he knows a lot about food.
Oh and in case you missed it, he’s the protein bar, personified.
THE UNBOXING EXPERIENCE
From an entirely recyclable outer box, packed with recycled shredded paper to a witty but looong letter about the brand and the product range inside, the unboxing was designed to delight the person ordering the products.
From an entirely recyclable outer box, packed with recycled shredded paper to a witty but looong letter about the brand and the product range inside, the unboxing was designed to delight the person ordering the products.
PROTEIN BARS CONVERSATIONS
Dark Chocolate
TWT dark chocolate is India’s first date-sweetened dark chocolate. Made with only cocoa and dates, it’s a 100% clean chocolate. Dark chocolate is a more premium and elevated space, and we designed this range to be visually intricate and decadent looking. Each of the bar had it’s own story that was translated into detailled illustrations.
As always, the packaging had all ingredients listed upfront, along with the percentages of each.
We also had the chance to design the bar itself to be portion controlled, which became an iconic asset for the brand.
CATEGORY LEARNINGS
We started with a deep dive in the world of dark chocolates, through tasting sessions, store visits, documenting and studying bar designs as well as packaging cues in this space.
It quickly stood out that this was an indulgent category, and most chocolates were designed to look beautiful and giftable.
With focus on craft and bean-to-bar processes, most packs had detailled designs and premium print finishes. So, in a world of premiumness and decadence, what would a 100% clean chocolate look like?
We started with a deep dive in the world of dark chocolates, through tasting sessions, store visits, documenting and studying bar designs as well as packaging cues in this space.
It quickly stood out that this was an indulgent category, and most chocolates were designed to look beautiful and giftable.
With focus on craft and bean-to-bar processes, most packs had detailled designs and premium print finishes. So, in a world of premiumness and decadence, what would a 100% clean chocolate look like?
DESIGNING THE CHOCOLATE BAR
We had the opportunity to design the chocolate bar itself. Designed to address mindful indulgence, the pieces were marked for different sizes of cravings. We wanted the bar to be a delightful experience while being functional as well.
We had the opportunity to design the chocolate bar itself. Designed to address mindful indulgence, the pieces were marked for different sizes of cravings. We wanted the bar to be a delightful experience while being functional as well.
TWT CHOCOLATE FACTORY
The Whole Truth set up their own chocolate factory with this product. We designed the identity for it as a stamp, to capture the craft and the science. The illustration of the cocoa pod signifies that only clean ingredients will ever enter this factory.
The Whole Truth set up their own chocolate factory with this product. We designed the identity for it as a stamp, to capture the craft and the science. The illustration of the cocoa pod signifies that only clean ingredients will ever enter this factory.
PACKAGING DESIGN
We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.
To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.
We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.
To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.
Milk Chocolate
This was the next product range from the TWT Chocolate Factory after the dark chocolates. Sweetened only with dates, with no added sugar, the milk chocolates aimed to be the first 100% clean alternative in the Indian market.
This category was more retail-focused, reaching the larger mass audience for the first time, and the design choices for this range were heavily informed by the category norms.
Since they’re 100% clean and absolutely yummy looking, we designed the nut butter packaging to display the texture of the product within. As an indulgent snacking category, the photography for these also focused on the yumminess.
CATEGORY LEARNINGS
Milk chocolate as a category was very different from Dark Chocolate as it is dominated by directv but vivid visuals and retail friendly design.
The stand out feature was every packs’ focus on ‘milky’ or ‘creamy’ cues - through clear imagery of the product or other indulgent visual elements. How could the pack design co-opt this code without compromising the intent & integrity of the larger brand?
Since they’re 100% clean and absolutely yummy looking, we designed the nut butter packaging to display the texture of the product within. As an indulgent snacking category, the photography for these also focused on the yumminess.
PACKAGING DESIGN
This chocolate bar followed the same concept as Dark Chocolate, as it had become an iconic asset for the brand. And so, for the first time, the pack was designed to play up the bar & it’s creaminess through visuals of milk drops and splashes.
The voice of the brand was scaled back on this pack switching out the TWT line for more focus on the word ‘Milky’. The design moved to be more direct & less layered than the Dark chocolates.
We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.
To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.
ON PACK PHOTOGRAPHY
As always, shooting the bar for the pack meant shooting the actual bar, with real milk & cream drops around it. No photography tricks or gimmicks!
We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.
To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.
DIWALI GIFT BOX
Post the dark and milk chocolate launch, TWT curated a gift box for Diwali with the entire chocolate range.
This Diwali gift box was designed to be festive and luxurious. The visuals complemented the chocolate pack designs, while the copy was written to be on brand and witty. Along with the box, we also designed a set of rangoli stencils which became a delightful part of the unboxing experience.
We evolved the format of The Whole Truth statements to become small stories for each of the bar. These came to life with carefully crafted illustrations, handwritten ingredient lists and beautiful print finishes.
To capture the in-house bean to bar setup, we illustrated the entire process on the inside of the pack, which gets revealed once the pack is fully open.
Nut Butters
Since they’re 100% clean and absolutely yummy looking, we designed the nut butter packaging to display the texture of the product within. As an indulgent snacking category, the photography for these also focused on the yumminess.
Since they’re 100% clean and absolutely yummy looking, we designed the nut butter packaging to display the texture of the product within. As an indulgent snacking category, the photography for these also focused on the yumminess.
Energy Bars
The packaging for these vegan, gluten free and 100% clean energy bars was designed in a range of bold neon hues. The concept of clean energy also extended to the unboxing experience which was designed to encourage the recycling of empty plastic wrappers.
The packaging for these vegan, gluten free and 100% clean energy bars was designed in a range of bold neon hues. The concept of clean energy also extended to the unboxing experience which was designed to encourage the recycling of empty plastic wrappers.
Ownable Imagery
We directed the photography for the brand to be not just delicious looking, but also as real as possible, using only real food and real ingredients. This resulted in a unique set of ownable imagery for the brand.
We directed the photography for the brand to be not just delicious looking, but also as real as possible, using only real food and real ingredients. This resulted in a unique set of ownable imagery for the brand.
Website
We designed the website to be a mobile first site. Taking cues from the visual language of the brand, we created a D2C ecommerce site that is uniquely TWT in it’s experience.
We designed the website to be a mobile first site. Taking cues from the visual language of the brand, we created a D2C ecommerce site that is uniquely TWT in it’s experience.
Animation for TWT Ads
We had the opportunity to collaborate with The Whole Truth & Harkat Studios on this fantastic series of ads. We worked on the animations for the end slates. The intent was to have the brand message land in a simple, clear and memorable way.
We had the opportunity to collaborate with The Whole Truth & Harkat Studios on this fantastic series of ads. We worked on the animations for the end slates. The intent was to have the brand message land in a simple, clear and memorable way.
TWT AD SERIES
VIDEOS MADE BY HARKAT STUDIOS
WRITTEN BY SHASHANK MEHTA
ENDSLATES ANIMATED BY THOUGHT OVER DESIGN
Building Brands with Purpose
A conversation with our founder Anushka, and our good friend & client Shashank, the founder of The Whole Truth - They talk about why building brands with purpose is critical and the process of rebranding ‘and nothing else’ to ‘The Whole Truth’.
A conversation with our founder Anushka, and our good friend & client Shashank, the founder of The Whole Truth - They talk about why building brands with purpose is critical and the process of rebranding ‘and nothing else’ to ‘The Whole Truth’.
IN THE NEWS
'Only the heavy truth' with Shashank Mehta's health food brand
'Only the heavy truth' with Shashank Mehta's health food brand
This Sequoia-backed clean food startup is raising the bar in a crowded D2C market
This Sequoia-backed clean food startup is raising the bar in a crowded D2C market
And Nothing But The Truth - How a premium food brand built a loyal following by breaking the rules
And Nothing But The Truth - How a premium food brand built a loyal following by breaking the rules
Health Food Startup On Why Brand Messaging Is Key In D2C Marketing
Health Food Startup On Why Brand Messaging Is Key In D2C Marketing
This health food start-up claims to tell the ‘Truth’
This health food start-up claims to tell the ‘Truth’
PROJECT CREDITS
PROJECT CREDITS
Strategy & Creative Director
Anushka Sani
Rebrand Strategy
Disha Pinge
Lead Designer
Jyothi Iyer
Design & Copy
Anisha Sirur
Harshita Borah
Niyati Mehta
Aishwarya Prabhala
Farshogar Vazifdar
Ganesh More
UI/UX
Rohit Dasgupta
Farshogar Vazifdar
Ameya SK
Project Management
Aditi Rao
Nishita Mohta
Aroushka D’Mello
Project Operations
Luigson Fernandes
Arjun Singh
PHOTOGRAPHY
CREDITS: DARK CHOCOLATE AND PROTEIN BARS
PHOTOGRAPHY & FILM CREDITS
Creative Director
Anushka Sani
Photography
Assad Dadan
Photography Styling
Ria Panjabi
Moodboards & Art Direction
Harshita Borah
Post Production
Final Visuals
Project Management
Aditi Rao
Nishita Mohta
Aroushka D’Mello
Creative Team
Jyothi Iyer
Niyati Mehta
Tabitha D'Souza
Project Operations
Luigson Fernandes
Arjun Singh
PHOTOGRAPHY
CREDITS: NUT BUTTERS
PHOTOGRAPHY & FILM CREDITS
Photography & Styling
Khanjana Mistry
Building Brands with Purpose
Building Brands with Purpose
© 2021 Thought Over Design
© 2021 Thought Over Design