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FenuSeeds – A Case Study

The launch of FenuSeeds brought challenges I had never encountered before. The parent company was headquartered in Calcutta, which was my first experience working with a client twelve hours ahead of me. 

Working with international clients requires that every decision be made based on the best data available. I learned long ago that a product’s branding has an impact far greater than you expect. Manufacturing, packaging, IT, and many other departments have to be brought into the loop. 

When the launch of an international company’s first foray into the North American market is in your hands, you better have reams of data and exceptionally strong communication skills to make it work. 

And this wasn’t just any other product.

FenuSeeds are specially processed fenugreek seeds to remove the bitterness, but retain the nutrients. The processed grains have high fiber, high protein, but low fat and carbohydrates.

The fenugreek seeds used are a legendary variety grown in only one region in India. Everything about this launch needed to reflect that heritage.

FenuSeeds Brand Book Cover

FenuSeeds Brand Book

Creating the first logo for a new product is a blessing and a curse: a blessing because you have a blank slate, and a curse because you have a blank slate. The fundamentals should never be compromised: if it doesn’t work in flat black on white, it doesn’t work.  We made a decision to call upon the culture of the country that produces the product from field to bottle.  For me, the choice could not be clearer: a mandala. As a devotee of powerful and beautiful geometry, my love for sacred design had been well established long before I worked with a South Asian client.  As the goal was to see the product on grocery store shelves, the rest of the brand fell into place.  Gallery FenuSeeds Brand Book Cover FenuSeeds Brand Book Cover. My standard format for a brand book cover is the presentation of the brand colors, the logo, and the decorative fonts. FenuSeeds Brand Book_02 FenuSeeds Brand Book_03 FenuSeeds Brand Book_04 FenuSeeds Brand Book_05

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FenuSeeds iPad Video Screenshot

FenuSeeds iPad Presentation

When the launch of an international company’s first foray into the North American market is in your hands, you better have reams of data and exceptionally strong communication skills to make it work.  And this wasn’t just any other product. FenuSeeds are specially processed fenugreek seeds to remove the bitterness, but retain the nutrients. The processed grains have high fiber, high protein, but low fat and carbohydrates. The fenugreek seeds used are a legendary variety grown in only one region in India. The first phase of the product launch took place in trade shows all over North America. The narrative of this product was both unknown and longer than a brochure could contain. That doesn’t include the reams of scientific research conducted for a decade preceding the launch. Nor the dozen certifications.  We chose to deploy several iPads in the booth at every show and use interactive presentation to tell the story in depth. The presentation can be viewed in video form below. 

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Fenuseeds Packaging Mockup

FenuSeeds Packaging

FenuSeeds are specially processed fenugreek seeds to remove the bitterness, but retain the nutrients. The processed grains have high fiber, high protein, but low fat and carbohydrates. The fenugreek seeds used are a legendary variety grown in only one region in India. Everything about this launch needed reflect that heritage. Translating the FenuSeeds mandala into a pattern turned out to be the key. I made it gold foil, and placed it on a field of the brand’s rich emerald green. Then I  arrived at an homage to saree satin. The pouch had to be designed as a three-dimensional object on a two-dimensional plane. In the gallery bellow, the sleeve is shown as it came off the press, uncut and unfolded. The white lines along the perimeter are where the cuts would be made, the blue line show the folds. Full color designs require a degree of engineering to arrived at a satisfactory finished product. Gallery Fenuseeds Packaging Mockup FenuSeeds are specially processed fenugreek seeds to remove the bitterness, but retain the nutrients. The fenugreek seeds used are a legendary variety grown in only one region of India. The package should reflect that heritage. FenuSeeds 135mm x 260mm Flat Bottom Pouch

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