utmt_logo

Under The Mango Tree

Under The Mango Tree

Under The Mango Tree

Under The Mango Tree

Under The Mango Tree

IDENTITY, BRAND & PACKAGING REFRESH

IDENTITY, BRAND & PACKAGING REFRESH

IDENTITY, BRAND & PACKAGING REFRESH

We first met Vijaya, the founder of UTMT, a year before we were actually signed on to work on this project. We were in awe of what she and her team had built - not just because the brand was already well established and consistent but what they stood for really resonated with us.

They have built from scratch - a beautiful system by which they train and empower farmers to supplement their income with beekeeping. This in turn was a viable solution to markets that desired quality organic certified, all-natural products but had a limited and inconsistent chain of suppliers.

While UTMT had been on the market for many years and had a loyal customer base and retail presence, Vijaya and her team felt their story and purpose was not at the forefront of the brand. They wanted to people who consumed the product to really feel the community aspects of the business and learn more about the work that goes into bringing these products to their homes.

As this was a dream brief - we were thrilled when they approached us to not only revamp their identity and existing packaging but also create a new range which would include a limited range of single origin honeys - sourced seasonally in unique batches. 


Identity Refresh


Identity
Refresh


Identity
Refresh


Identity
Refresh


Identity Refresh

The UTMT logo is iconic and remembered by their loyal customers. While we did not want to change this - it required a technical update to allow for scale and clarity.

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The Tree
Cleaning up the swirls in the tree so that the logo could be scaled down or up without losing it's fidelity.

The Earth
To create a sense of elevation, we added a hillock instead of the flat division as it represents where a mango tree usually sits. 

Brand Tyepface
We balanced the name out as many consumers would only remember 'mango tree' and the entire brand name loses its recall value.

Colours
A slight update to colors allowed us to revive the brand and make it alot fresher. 

The Tree
Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

The Earth
Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Brand Tyepface
Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Colours
Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

The Tree
Cleaning up the swirls in the tree so that the logo could be scaled down or up without losing it's fidelity.
The Earth
To create a sense of elevation, we added a hillock instead of the flat division as it represents where a mango tree usually sits.

Brand Tyepface
We balanced the name out as many consumers would only remember 'mango tree' and the entire brand name loses its recall value.

Colours
A slight update to colors allowed us to revive the brand and make it alot fresher. 

utmt_logoevol

BRAND NARRATIVE

BRAND NARRATIVE

BRAND NARRATIVE


Direct from Beekeepers


Direct from
Beekeepers


Direct from
Beekeepers


Direct from Beekeepers


Direct from Beekeepers

BRAND NARRATIVE

BRAND NARRATIVE

BRAND NARRATIVE


Direct from Beekeepers


Direct from
Beekeepers


Direct from
Beekeepers


Direct from Beekeepers


Direct from Beekeepers

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Honey is a reflection of the place it's produced in. The soil, weather & flora around it contribute to its flavour. The honey is a reflection of the people who made it too.

Honey is a reflection of the place it is produced in. The soil, weather & flora around it contribute to its flavour.

The honey is a reflection of the people who made it too.

Honey is a reflection of the place it's produced in. The soil, weather & flora around it contribute to its flavour. The honey is a reflection of the people who made it too.

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utmt_kalpana

Meet Kalpana,
one of the beekeepers in
Muzzafarpur’s Terai lands.

Meet Kalpana,
one of the beekeepers in Muzzafarpur’s Terai lands.

Meet Kalpana,
one of the beekeepers in Muzzafarpur’s Terai lands.

Meet Kalpana,
one of the beekeepers in Muzzafarpur’s Terai lands.

Meet Kalpana,
one of the beekeepers in Muzzafarpur’s Terai lands.

utmt_suresh

Meet Sureshbhai,
one of the beekeepers in the
Himalayan foothills.

Meet Sureshbhai,
one of the beekeepers in the Himalayan foothills.

Meet Sureshbhai,
one of the beekeepers in the Himalayan foothills.

Meet Sureshbhai,
one of the beekeepers in the
Himalayan foothills.

Meet Madhubhai,
one of the beekeepers from the plantations in the Shivaliks

Meet Parul,
one of the beekeepers
from
the arid Aravalli Hills

Meet Parul,
one of the beekeepers
from
the arid Aravalli Hills

utmt_madhubhai

Meet Ambelal,
one of the beekeepers from
the lush forests of Central India

Meet Ambelal,
one of the beekeepers from
the lush forests of Central India

Meet Ambelal,
one of the beekeepers from
the lush forests of Central India

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PACKAGING REFRESH


The Range


The Range


The Range


The Range


The Range

Each bottle features a different beekeeper and her story. Together, they become a collection or series of stories that one can collect.

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Kalpana’s Story

I started thinking of bees as magicians who can turn my fate and though I feared bees, I enrolled for the training as I understood the benefits of beekeeping and was assured support.

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Sureshbhai’s Story

Farming was my family's only income and we faced many hardships. After adding bee-boxes on my farm, my farm yields improved and I also sold the honey collected, making us self sufficient year round.

utmt_sparul

Parul’s Story

I shall continue beekeeping as it was beneficial to me and boosted my self-esteem as I now can contribute to the family's income and we worry a lot less.

utmt_sdeelip

Deelip’s Story

After receiving sustainable honey-harvesting training, I sell the honey and don’t need to migrate. Honey sales has increased our income and I have opened a bank account.

utmt_schabhi

Chabildas’s Story

In the beginning beekeeping fulfilled my economic needs, but today there’s an emotional connect. My journey from struggle to the present where I have a newfound direction in life, has been an incredible experience.

utmt_smadhu

Madhubhai’s Story

As a result of bee pollination my crop yields have increased and I sell my honey for additional income. In the monsoon when we have no income source, we now have honey to sell.

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utmt_red

Seasonal Honeys


Limited Edition


The Range


The Range


The Range


The Range

The four limited edition honeys are single origin which means the honey is unique to the flora of that region which leaves an indelible mark in the flavor profile.

We used this unique provenance as the key stone on the label along with a note on the flag our profile on the back. Each bottle also has a card hung from the neck with number stamp - like how artists number lithographs or prints - further reinforcing how rare and precious the honey is.

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