Interviews with Almond Branding

Almond Branding is a strategic branding and packaging design studio headquartered in Mumbai. We specialize in creating brands groound up - right from naming of brands to positioning, brand identities to brand stories and packaging design that not only look beautiful but also work effectively in the market. We’re proud to be consistently recognized as India’s Best Packaging Design Studio.

Design, to me, is the perfect harmony of form, function, and feeling. It’s not just how it looks—it’s how it works. Great design must evoke trust, emotion, and action.

Packaging design has always excited us the most. It’s where branding meets real-world utility. We love turning functional formats into brand assets that win on shelf and in hearts.

It’s difficult to pick just one, but a few stand out. Our work for Novus Organics Apple Cider Vinegar redefined what premium, sustainable wellness packaging could look like in India. For Amul Cheesespread, we helped simplify and modernize the pack while preserving the brand’s roots. And with Apsara Pencils and Stationery, we took on the challenge of reimagining a heritage brand with mass appeal—infusing freshness while enhancing visibility and shelf appeal. Each of these was special in its own way.

While we worked on several smaller projects early on, our first significant breakthrough came with Amul TRU—the flavored milk brand. We created a fresh, youth-centric packaging design system that brought consistency across SKUs while keeping the product fun and vibrant. The success of that project set the tone for our long-standing association with Amul.

We have a soft spot for paper—especially when combined with textures, foils, and finishes that evoke a tactile, premium feel. But we also embrace the latest in technology—AI-powered consumer insights, digital prototyping tools, sustainable materials like sugarcane bagasse, and AR-enabled packaging. Innovation in materials and tools lets us tell better stories more responsibly.

During the research phase—when insights start forming patterns and the problem becomes clearer. Creativity is often born from clarity.

We focus on consumer connect, brand clarity, and shelf throw. These three together decide whether a design is just good-looking or market-winning.

Empathy and curiosity. We’re always putting ourselves in the consumer’s shoes—what they see, feel, and need. It’s a humbling and exciting process.

Gratitude and pride—especially when clients tell us sales went up or that consumers posted about the packaging. That’s impact.

A successful design is one that drives both business and brand outcomes. It must stand out on the shelf, stay true to the brand’s promise, and connect with the target audience. It should increase trials, improve recall, and ultimately enhance loyalty. Design success is measurable—through sales, consumer feedback, and brand perception.

We ask: does it grab attention within 3 seconds? Is the brand clearly visible and easy to identify? Does it communicate the core benefit quickly and intuitively? Is it distinctive yet category-relevant? A good design balances functionality, branding, and emotional resonance.

Designers today must go beyond visual appeal. We have the responsibility to minimize waste, encourage responsible consumption, and avoid stereotypes. By opting for recyclable substrates, reducing ink usage, and designing for efficient logistics, we can reduce the environmental footprint. Socially, we must ensure our designs are inclusive, honest, and human.

Design is moving from aesthetics to accountability. Clients want ROI, consumers want responsibility. Future design will be data-informed, human-centric, and sustainability-led.

Inspiration comes from real people, real problems. We study how shoppers behave in supermarkets, how they interact with packaging at home, how they talk about brands. Travel also adds layers—local markets, regional flavors, street culture. And yes, nature, architecture, music, and art always help us recharge creatively

Our style is minimal, expressive, and strategic. We use design to tell powerful brand stories through clear hierarchies, focused color palettes, and rich storytelling elements like icons or illustrations.

We’re based in India—a land rich in visual culture, texture, and storytelling. It adds depth to our thinking. The only challenge is simplifying that richness for modern, global consumers.

We work as brand partners, not vendors. Our process is collaborative—starting with strategy workshops, progressing through design sprints, and ending with production and post-launch analysis.

The best results happen when companies treat designers as strategic partners, not just visual executors. Look for agencies that ask questions about your business goals before jumping into aesthetics. A good designer listens, challenges the brief, and brings both logic and creativity to the table. Chemistry, clarity, and a shared vision are essential.

Our process follows four key stages: Discover, Define, Design, and Deliver. We begin by understanding the consumer, decoding the category, and identifying whitespace. From there, we move into positioning and creative routes, prototyping rapidly and refining through feedback loops. The final stage is all about execution excellence and post-launch support.

As a proud owner of a Volkswagen Beetle—an icon of timeless design—it constantly reminds me how form and function can blend with personality. My guitar sits in the corner of my home studio and sparks inspiration in unexpected ways. I treasure travel souvenirs collected from around the world; each piece brings cultural texture and story to my space. A Japanese tea set speaks to my love for minimal elegance. And finally, our own custom-branded Almond notebooks keep me grounded to the craft of sketching and ideation

exture and story to my space. A Japanese tea set speaks to my love for minimal elegance. And finally, our own custom-branded Almond notebooks keep me grounded to the craft of sketching and ideation.A vintage Braun wall clock that represents timeless design. A Japanese tea set for its minimalist elegance. Our custom-branded Almond notebooks. A Pantone mug collection for daily inspiration. And a limited-edition Apsara stationery kit—our own work that continues to spark joy.

24. Can you describe a day in your life?
My day starts early with reading—branding blogs, consumer trends, or philosophy. At work, I spend time with the strategy and creative teams, reviewing concepts, refining narratives, and aligning on client goals. I make time for deep thinking—ideation without distraction. Evenings are for family and reflecting on what we’re building as a studio.

Design is about empathy, not ego. Learn to listen before you sketch. Master the basics—typography, color, composition—and then break the rules with purpose. Always keep the consumer in focus and remember: your design must solve, not just decorate.

The biggest positive is the joy of creation—bringing something to life that impacts people and businesses. There’s also a deep sense of purpose in shaping brands and narratives. The downside? Tight timelines, subjective feedback, and the constant need to educate stakeholders on the value of design. But that’s also where the challenge lies.

Solve first, beautify later. If a design doesn’t serve a clear purpose or simplify something for the consumer, it’s not doing its job. Function and clarity must lead, followed by emotional connect and aesthetics.

Beyond creativity, designers need sharp observation, strategic thinking, and excellent communication. The ability to present and defend ideas is as important as creating them. And in today’s world, adaptability—across mediums, markets, and tools—is a game changer.

We use the latest of tools extensively. We work closely with printers to understand material feasibility. But nothing beats good old pen and paper for raw ideas. Our toolbox also includes research decks, mood boards, Pantone books, and trend reports.

We plan projects in phases with clear checkpoints—research, strategy, ideation, refinement, and delivery. We set internal review milestones and align regularly with clients to avoid last-minute surprises. Creative flow is protected with quiet hours, while collaboration happens in dedicated slots. Discipline enables freedom.

It varies by project, but a full branding and packaging assignment typically takes 8 to 10 weeks. That includes everything from brief immersion and strategy to design iterations and print-ready files. For complex or multi-SKU projects, we allow for more time to maintain quality and detail.

The classic: “Can you make it pop?” It’s often code for “make it stand out,” and we use that as an opportunity to ask: what exactly do you want to communicate more strongly? That conversation often leads to a better brief and sharper design.

Starting Almond Branding from scratch, without a legacy or client roster, was both the hardest and most rewarding job experience. Convincing large clients to trust a new studio taught us the power of clarity, persistence, and doing good work that speaks for itself.

We work with legacy brands like Amul, Tata, ITC, Parle and Dabur and also love partnering with ambitious startups like Healthfab, Novus Organics, Papel and JK Foods. Our portfolio spans food, beverage, personal care, wellness, and what not. The diversity keeps us sharp and adaptable.

We enjoy projects that involve building brands from scratch—naming, positioning, identity, and packaging. It gives us the opportunity to shape the entire narrative. Rebranding legacy products is equally thrilling because it requires balancing nostalgia with modernity.

We aim to expand globally, especially into Southeast Asia and the Middle East, where Indian design thinking is gaining recognition. We also want to deepen our focus on sustainability—experimenting with eco-friendly formats and smarter supply chain design. And yes, mentoring young designers is on the roadmap.

Almond Branding is built on teamwork. Each project brings together strategists, designers, copywriters, illustrators, and production experts. I personally guide the direction and storytelling, but the execution is always collaborative. Our strength lies in our diversity of thought.

Most of the ongoing work is confidentials. Sorry :P

You can reach us through our website almondbranding.com, drop a line at hello@almondbranding.in, or DM us on Instagram @almondbranding. We love hearing from curious founders and ambitious marketers.

Design is not decoration—it’s differentiation. It’s about solving the brand’s deepest challenges in a way that feels effortless to the consumer. At Almond, we’re obsessed with creating Intelligent Design that delivers measurable impact—not just beauty.

The minimalist line drawing style for Novus Organics ACV packaging was deeply inspired by the brand’s commitment to purity, authenticity, and handcrafted goodness. At Almond Branding, our approach to design is rooted in storytelling, and this artistic direction was a deliberate choice to reflect the essence of Novus Organics’ journey.1. Inspiration from Nature & CraftsmanshipThe line drawings symbolize the simplicity and beauty of nature, mirroring the process of handpicking the finest organic ingredients. This visual style evokes artisanal craftsmanship, reflecting the care and precision that goes into creating a product as pure and unique as Novus Organics ACV.2. Communicating Transparency and PurityThe clean, black-and-red illustrations reflect a no-nonsense, honest approach to ingredients—just as Novus Organics prides itself on offering an unparalleled standard of purity. By avoiding overly complex or generic imagery, the design conveys the brand’s transparency and authenticity.3. A Nod to Artisanal SophisticationThe line art style, paired with the premium finishes and sustainable materials, speaks to the brand’s dual commitment to quality and sustainability. It balances simplicity with sophistication, ensuring the product resonates with discerning, eco-conscious consumers.This artistic direction wasn’t just a design choice—it was a medium to narrate Novus Organics’ story and values. It created a visual identity that feels personal, authentic, and unforgettable.

Almond Branding's research into the Indian ACV market revealed a landscape dominated by predictable packaging conventions—tall PET bottles, opaque labels, plastic or metal caps, and apple imagery on the front. These category codes offered little differentiation or premium appeal, creating a significant opportunity for Novus Organics to disrupt the market with a unique design approach.1. Identifying Market GapsWe discovered that while consumers were increasingly seeking quality products, the packaging often failed to inspire confidence in purity or stand out on shelves. The lack of visual transparency and sophistication made it difficult for brands to convey authenticity. This insight led us to innovate with a transparent label, highlighting the pristine quality of Novus Organics ACV as a key differentiator.2. Transparent Label as a Quality StatementThe transparent label serves a dual purpose:A. It visually reinforces the product’s purity and unmatched concentration, allowing the natural beauty of the ACV to shine through.B. It breaks away from opaque, cluttered labels typical in the category, immediately signaling that this is not an ordinary product.3. Minimalism and SophisticationThe limited color palette—black, red, and gold foil—was a deliberate contrast to the bright and often busy designs of competitors. This understated aesthetic communicates premium quality while maintaining a clean, modern, and minimalist look that resonates with discerning consumers.

At Almond Branding, we believe packaging should not just house a product but tell a story that resonates deeply with the target audience. The incorporation of postcard-style elements and the "with love from Australia" stamp in Novus Organics ACV’s packaging was a deliberate strategy to evoke emotional connections and celebrate the brand's unique origin story. 1. Showcasing Brand AuthenticityThe postcard-style design reflects the journey of Novus Organics as a brand founded by expat Indians passionate about bringing Australia’s best to India. The "with love from Australia" stamp acts as a heartfelt signature, emphasizing authenticity and the founders’ dedication to quality and craftsmanship. 2. Building Emotional ResonanceWe understood that modern Indian consumers value not only the product but also the story behind it. The elements were designed to resonate with aspirational Indian consumers who appreciate global standards and unique experiences. The "with love from Australia" stamp serves as a mark of international credibility, elevating the product’s perceived value in the market. 3. A Visual JourneyThe postcard aesthetic invites consumers to envision a journey—of the product and its ingredients from Australia to their hands. It adds a layer of storytelling that transforms the packaging into more than just a container; it becomes an experience. 4. Differentiation in a Crowded MarketThese design choices set Novus Organics apart from competitors. Where others rely on generic apple imagery or functional messaging, Almond Branding infused personality and relatability, making the packaging stand out while appealing to the consumer’s emotions. By weaving cultural touchpoints into the design, Almond Branding ensured the packaging wasn’t just visually appealing but also deeply meaningful, enhancing the overall consumer experience while reinforcing Novus Organics' premium and heartfelt identity.

At Almond Branding, we thrive on turning challenges into opportunities to create meaningful, standout designs. 1. Challenge: Balancing Sustainability with Aesthetic AppealIssue: Premium packaging often relies on finishes and materials that can conflict with sustainability goals. We needed to ensure the design looked luxurious without compromising environmental responsibility.Solution: Almond Branding used recyclable materials like glass, cork, and paper to align with the brand’s eco-conscious ethos. To maintain a premium feel, we incorporated subtle but impactful elements like textured cartons and gold foil accents, which added sophistication without excess material waste.2. Challenge: Differentiating in a Saturated Market with Plastic-Free DesignIssue: Competing ACV brands predominantly used PET bottles with plastic caps and opaque labels. Breaking free from this standard required innovative thinking while maintaining consumer familiarity.Solution: We developed a plastic-free, ergonomic glass bottle that exuded elegance and modernity. The transparent label showcased the product's purity and unmatched quality, a direct contrast to competitors’ opaque designs.3. Challenge: Achieving Visual Impact with a Limited Color PaletteIssue: Premium designs often rely on rich colors and textures. Using a limited palette while ensuring strong shelf impact required careful planning.Solution: We limited the colors to black, red, and gold foil, complemented by the natural ACV Pantone shade. This approach created a bold yet understated aesthetic, reinforcing both premium quality and sustainability.Each of these challenges pushed us to innovate and stay true to both Novus Organics' values and Almond Branding’s design philosophy. The final packaging is a testament to our belief that premium aesthetics and environmental responsibility can coexist harmoniously, setting a new benchmark in sustainable design.

At Almond Branding, we view sustainability as an opportunity to elevate a brand’s premium positioning rather than a compromise. For Novus Organics ACV, using recyclable materials like glass, cork, and paper was a deliberate choice to align with the brand's environmental ethos while enhancing its perception of quality. Here’s how we achieved this balance:1. Glass as a Premium and Sustainable ChoicePremium Appeal: Glass naturally conveys luxury and quality. Its transparency allowed the product’s purity and golden hue to shine through, creating a strong visual statement.Sustainability: Glass is infinitely recyclable, making it the perfect material to support Novus Organics’ commitment to eco-conscious practices.2. Cork for Artisanal CraftsmanshipPremium Appeal: Cork closures evoke a sense of heritage and artisanal craftsmanship, resonating with the brand's handcrafted story. They also provide a tactile experience that enhances the consumer's perception of quality.Sustainability: Cork is renewable and biodegradable, ensuring that this premium detail supports environmental goals without adding waste.3. Paper Components for Versatility and ElegancePremium Appeal: High-quality, textured paper was used for the carton and label to add sophistication. The subtle texture and clean finish reflect a modern, upscale aesthetic.Sustainability: Recyclable paper with minimal printing reinforced the brand’s eco-friendly philosophy while reducing the carbon footprint.4. Minimalist Printing TechniquesWe deliberately used a limited color palette—black, red, and gold foil—to create a refined, elegant look. These accents, combined with minimalistic printing, enhanced the premium feel without compromising recyclability or sustainability.5. Functional IntegrityThe materials were carefully chosen to preserve the product’s integrity. Glass ensures no contamination, cork offers a secure seal, and paper components are durable yet visually appealing. This ensured the packaging met practical needs while maintaining its high-end positioning.This approach reaffirms that conscious design choices can elevate a brand while staying true to its values.

At Almond Branding, the choice of colors is a deliberate process rooted in brand storytelling, market differentiation, and consumer psychology. For Novus Organics ACV, the three-color palette combined with gold foil accents evolved through careful consideration to create a packaging design that radiates premium quality while standing out on the shelf. Here’s how we arrived at and refined this impactful design choice: 1. Rooted in Minimalism and Purity - **Initial Direction:** The brand’s emphasis on simplicity and purity guided us to limit the color palette to just black and red, reflecting the no-nonsense approach of Novus Organics. Black conveys sophistication and authority, while red adds vibrancy and highlights key elements, tying back to the product’s organic and health-boosting benefits. 2. **Incorporating the ACV Shade - **Unique Differentiation:** We introduced the natural golden hue of the apple cider vinegar as a Pantone shade to subtly integrate the product itself into the design. This created a cohesive visual language where the product and packaging worked in harmony. 3. **Elevating with Gold Foil - **Premium Appeal:** To align with Novus Organics’ premium positioning, we added gold foil accents. This subtle shimmer evokes luxury without overpowering the clean aesthetic, signaling to consumers that this product belongs in a high-quality, aspirational category. - **Strategic Use:** Gold foil was used sparingly on key details like the logo and highlights, ensuring the accents drew attention without making the design feel excessive. 4. A Palette that Reinforces Trust - **Consumer Psychology:** Black and gold are associated with premium and trustworthy brands, while red adds warmth and energy, making the product approachable. This combination strikes a balance between exclusivity and relatability, resonating with Novus Organics’ target audience. 5. Cohesion Across Components - The same color palette was carried through the bottle, label, and carton, creating a seamless design language. The consistency ensured that every element, from the shelf to the unboxing experience, reinforced the product’s premium and sustainable identity. By carefully curating and evolving this three-color palette with gold foil accents, Almond Branding created packaging that not only commands attention but also reflects Novus Organics’ values of purity, sophistication, and quality. This strategic design ensures the product stands out while delivering a cohesive brand experience.

1. Communicating Premium ValueSince Novus Organics ACV is priced higher than competitors, it was critical to convey why it’s worth more. We achieved this by capturing both the brand’s story—its Australian roots and handcrafted goodness—and the product’s unmatched purity through conversational phrases and minimalistic illustrations.2. Showcasing Natural BeautyThe transparent label allowed the product’s natural golden hue to shine, reinforcing its purity and premium quality while visually differentiating it from competitors.3. Ensuring Regulatory ComplianceWith FSSAI’s stringent regulations, we prioritized presenting mandatory declarations like nutritional details and certifications in the correct specifications. These were carefully integrated on the Side of Pack (SOP) and Back of Pack (BOP) to maintain compliance without cluttering the minimalist design.This thoughtful balance ensured Novus Organics ACV could effectively communicate its premium value while meeting regulatory standards, establishing trust and appeal for discerning consumers.

Creating a conversational yet premium voice for Novus Organics ACV requires a deep understanding of the target audience and brand ethos. Here’s how we approached it:1. Aligning with Consumer AspirationsWe recognized that the modern Indian consumer values both health-conscious choices and relatable messaging. The tagline, "Cheers to your perfect Health Booster," was crafted to feel celebratory and inviting while highlighting the product’s core benefit.2. Blending Premium with ApproachabilityOur goal was to strike a balance: maintaining a tone that reflected the product’s premium nature without sounding distant. Phrases like "Your Nourishment" were deliberately conversational yet elevated, ensuring they connected emotionally with consumers while emphasizing quality.3. Narrative-Driven BrandingEvery piece of text, from the product description to the Side of Pack (SOP), was developed to tell a cohesive story about Novus Organics’ heritage, purity, and handcrafted goodness. This storytelling approach created an inclusive tone, inviting consumers to be part of the brand's journey.4. Clarity and SimplicityWe avoided jargon, opting for clear and concise language that is easy to understand while reinforcing trust. This ensured that the messaging was accessible to a broad audience without compromising its premium appeal.By crafting a voice that resonates emotionally and intellectually, Almond Branding ensured Novus Organics ACV stands out as a brand that is both aspirational and relatable.

At Almond Branding, we see Novus Organics ACV Packaging Design setting a precedent for how premium and sustainable packaging can coexist, inspiring a shift in the Indian market.1. Driving the Premium-Sustainability BlendThe packaging demonstrates that eco-friendly choices—like recyclable glass, cork, and paper—can enhance, not compromise, a product’s premium appeal. This could motivate brands to adopt sustainable practices without fearing a loss of consumer perception.2. Emphasizing Minimalism and TransparencyWith its clean design and transparent labeling, Novus Organics ACV challenges the norm of busy, opaque packaging in the Indian market. This trend of using simplicity to highlight product quality is likely to gain traction.Winning the Bronze A' Design Award highlights how purposeful design can resonate globally, and we at Almond Branding believe it will push Indian brands to innovate, balancing sustainability, aesthetics, and storytelling in their packaging strategies.