Jokico

"Jokico is more than a sweetener; it embodies community, sustainability, and innovation—crafted by the hands of 700+ farmers."

PROJECT Brief

To develop a cohesive brand strategy, identity, and packaging design for a jaggery brand that represents a union of over 700 farmers. The brand should highlight the community’s dedication to cultivating fresh organic sugarcane in Maharashtra, India, and position jaggery as a modern, healthy alternative to traditional sweeteners.

Approach

Crafted a brand strategy that emphasized the strength and unity of the farmer community, empowering their collective identity. Positioned jaggery as a healthier, natural alternative to conventional sweeteners, while also highlighting the brand’s advanced and automated production facilities to enhance credibility and appeal.

Year

2022

Services

Brand Strategy | Research | Brand Identity | Packaging Design

Client

Jogeshwari Kisan Samriddhi

Credits

Project Management: Dhun Patel
Creative direction: Gauri Barve Kale
Identity and Strategy: Akanksha Salvi
Illustration: Akanksha Salvi
Packaging Design: Akanksha Salvi

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This project was conceptualized and executed in collaboration with the talented team at Therefore Design, blending collective expertise to bring the vision to life. It was submitted as my graduation project for my jury at Symbiosis Institute of Design and was primarily spearheaded by me.

AWARDS

Symbiosis Institute of Design - Best Degree Project of 2022

India's Best Design Studio Award 2022 - Therefore Design ⟶

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View entire Process Book ⟶

Website Live

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METHODOLOGY

1. Research
Global landscape & competitor study, Sales channel study - online and instore observations, Consumer research and survey, recognising target audience, stakeholder mapping.

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2. Strategy & Planning
Mind mapping, collaborative brainstorming, strategising brand attributes, personality and narrative.

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3. Brand Identity
Moodboards, logo exploration, internal and client feedback, development of logo, devising brand colour palette and typography, brand applications and brand guideline manual.

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4. Packaging Design
Conceptualisation, feedback and revisions, finalising design, print artwork creation, prototyping, colour proofing and printing & production.

Research

Brand Strategy

Process

identity

The Jokico logo combines 3 aspects in its form. The green vertical forms represent a sugarcane field which is the raw material for the product. The brown forms represent roots which are emblematic of the grounded and organic nature of the brand. These two forms are enclosed seamlessly and aesthetically in a circle to represent a union which are collective efforts of the farmer community.

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My team and I developed a color palette of greens and browns to reflect the brand’s organic essence. We paired the hand-drawn sans-serif font, Gutter, for display text with the geometric Poppins for body text. Centered around the "farm-to-table" narrative, the design highlights the 700+ farmers practicing residue-free farming. The packaging connects with consumers by structuring information to reinforce trust, health, and superior quality, while visual elements depict the journey of sugarcane to jaggery.

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Packaging Design

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impact in numbers

700+

5000+

This project and brand works towards upliftment of 700+ farmers and their communities by showcasing their collective efforts and commitment to organic, residue-free farming. The modern branding and packaging strategy not only increased market visibility but also boosted sales by positioning the brand as a healthier, authentic alternative to competitors. The carefully crafted "farm-to-table" narrative resonated with consumers, building trust and loyalty while highlighting the product’s superior quality.

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By blending traditional values with contemporary design, the brand was able to carve out a unique identity in a crowded market, setting a strong foundation for long-term growth and impact.

Viah beauty

Jokico

Conceptual Sketches

Digital Refinement

Packaging Design Evolution