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.

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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.

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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.

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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.

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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.

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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.

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VIDEO MADE BY HARKAT STUDIOS  | WRITTEN BY SHASHANK MEHTA | BRANDING & ANIMATION BY THOUGHT OVER DESIGN

VIDEO MADE BY HARKAT STUDIOS  | WRITTEN BY SHASHANK MEHTA | BRANDING & ANIMATION BY THOUGHT OVER DESIGN

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.

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PROTEIN BARS

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DARK CHOCOLATE

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PEANUT BUTTER

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ENERGY BARS

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PROTEIN BARS

PROTEIN BARS

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DARK CHOCOLATE

DARK CHOCOLATE

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PEANUT BUTTER

PEANUT BUTTER

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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.

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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.

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.

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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.


 

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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.


 

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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.

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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.

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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?

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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.

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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.

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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.

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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. 

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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.

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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.

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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.

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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

The Whole Truth vs Healthy Food

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’.

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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