The roots of anaamrit

Ekant Farms, a Haryana-based collective of third-generation farmers, approached us with a clear yet layered objective to carve out a distinctive name and identity that honoured their deep-rooted traditions while resonating with the values of today’s mindful consumers. 

With increasing noise in the organic food category, authenticity alone was no longer enough. The challenge was to bring clarity, relevance, and resonance to a brand offering truly differentiated products like daily-made, bilona ghee.

“I grew up watching my father’s unwavering dedication to traditional farming practices and the daily ritual of churning fresh ghee at home. Those memories of rich, aromatic ghee being carefully prepared each day have stayed with me, inspiring a commitment to preserving this culture and offering products that stand as a testament to generational knowledge.” Our task was to transform the founder’s heartfelt vision, steeped in nostalgia, care, and sustainability, into a brand ecosystem.

Exploring the fields and understanding the landscape

Visiting the farm, engaging with the milkmen, and speaking with the founder provided us with invaluable insight into the meticulous processes, traditional values, and emotional richness that form the bedrock of the brand.

These interactions unearthed nuances: the value of natural & free cattle grazing, the impact of clay pot bilona techniques, and the blend of tradition with scientific rigour. 

Our detailed research into market realities and consumer expectations revealed that the urban Indian consumer craves both purity and a connection when purchasing daily consumables.

Who are we talking to?

Anaamrit aims to brand to resonate with mindful consumers, including urban families, health enthusiasts, working professionals, and seniors, each with distinct needs. These are well-informed, conscious individuals who carefully choose products that align with their dietary preferences and sustainable lifestyles. 

Despite their fast-paced schedules, they often yearn for the comfort of wholesome, naturally processed products that evoke the taste of purity and the warmth of home while seamlessly fitting into their modern routines.

Solution

Our approach was multi-layered yet cohesive: to position the brand as a modern-day torch-bearer of age-old Indian values, bridging the past and the present. 

We strategically combined two positioning directions, “Embracing India's Richness, Nourishing Traditions” and “Meticulously Produced with Precision & Care.” The brand narrative was shaped to invite consumers on a journey rooted in stories, values, and conscious choices.

Brand Naming

Our approach to the brand name centred on capturing the essence of food as sacred and soulful, guided by themes like rooted purity, conscious living, and slow, meaningful nourishment.

The name “Anaamrit” is a combination of “anna” (food) and “amrit” (nectar), capturing the brand’s ethos in one poetic sweep. It was linguistically rooted, culturally evocative, and easy to recall. The name struck the perfect balance between purity, nourishment, and authenticity, positioning the brand not just as a product but as an experience.

Strategy & Defining the Brand Core

Anaamrit’s purpose: Enriching lives with authentic, nutritious, and sustainable consumption choices. Its brand belief celebrates tradition, advocating for conscious consumption through a lens of pride and responsibility.

The archetypal foundation was led by The Sage (knowledgeable, assured, rooted in legacy), supported by The Innocent (pure, optimistic, wholesome), and The Everyman (relatable, warm, grounded). This multi-archetype blend allowed the brand to be both enlightening and approachable, a rare duality.

Brand Identity 

Anaamrit’s brand identity explores soft, modern, and premium visuals that blend earthy elegance with traditional charm, evoking purity, care, and timeless taste. The brand elements feature a thoughtful mix of heritage-style line drawings and soft, nature-inspired coloured illustrations, evoking authenticity, tradition, and a deep connection to the source and soil.

Tone of Voice 

Pride & Enlightenment

Anaamrit adopts a tone of pride to reinforce its celebration of Indian heritage and traditions with both pride and humility. This approach underscores the brand's commitment to spreading awareness about these rich traditions. Additionally, by employing an enlightening tone, Anaamrit aims to inform consumers about the importance of traditional, organic, and natural practices in food production and consumption. This tone also reflects the brand's inclusiveness and respect for the farming community it proudly represents.

Honest & Transparent

As we anticipate a shift in consumer behaviour towards choosing organic foods over conventional brands, Anaamrit must be as persuasive as possible. Adopting an honest, transparent, and sincere tone of voice will emphasise the brand's dedication to quality, attention to detail, and sustainable practices. This approach will help build trust and convey the brand’s commitment to providing high-quality organic consumables.

Educational & Encouraging

Utilising an educational and encouraging tone will help Anaamrit communicate with depth and insight. This approach will provide valuable information about the benefits of traditional farming techniques, the nutritional value of our products, and the cultural significance of Indian culinary traditions. For potential consumers, this tone will also serve as motivation and encouragement to explore and appreciate Anaamrit’s offerings.

Logo 

The Anaamrit logo combines nature-inspired motifs with a clean, modern form to reflect the brand’s values of nourishment, community, and rootedness. It symbolises tradition and ethical practices while maintaining a premium, organic aesthetic.

Brand Collateral & Packaging

Anaamrit’s collaterals showcase earthy elegance through soft illustrations and warm messaging, reinforcing its premium, rooted identity.

The Final Harvest | The Outcome

The branding of Anaamrit has successfully captured the indulgence of tradition while appealing to urban consumers. By focusing on the brand’s history and commitment to quality, it highlights the careful journey from farm to table, creating a stronger connection with diverse stakeholders. The approach resonated deeply with those seeking authenticity in their food choices. Moreover, it offers consumers more than just a product, an experience rooted in memories and shared experiences.