How Almond Branding is turning design into powerful tool for brand comm

Almond Branding, a Mumbai-based strategic branding and design agency, has worked with some major brands such as Reliance, Amul, Tata, Emami, ITC, CavinKare, Dabur, Hershey’s, Berger, 3M,  Kellogg’s along with some existing and upcoming startups. The agency has over 10 years of experience in Strategic Branding, specialising in Brand Strategy and development, Brand Creation, and combines design thinking and branding to deliver brand design solutions that are disruptive. It assists brands in reaching their full potential through Brand Nourishment. It believes in the creation of Intelligent Design that besides looking good, functions well in the market. Intelligent Design is considered as Design for Impact which not only wins the trust of the consumer but also leaves a positive effect on the balance sheet.

The design philosophy of Almond Branding reflects the harmonious blend of strategy, innovation, and creativity. Design is not only a reflection of the aesthetics of a brand, but also a strong medium to connect strongly with the consumers, expressing the true essence of a brand and helping it to stand out in the market. It is also recognized as one of the most awarded design agencies in India. It places a considerable amount of focus on Packaging design and believes in staying at the forefront of the latest Design and Innovation trends. Moreover, it has started to give huge importance to sustainability in its designs, typography, and data-driven decision-making. Having a customer-centric approach, a continuous feedback loop, and storytelling with a purpose are some of the strategies it employs to connect with the consumers on a deeper level, resonating with their preferences and aspirations.

In conversation with Adgully, Shashwat Das, Founder-Director, Almond Branding, said, “We strive to craft brands that not only look good but also tell compelling stories, evoke emotions, and resonate with their target audience on a deeper level.” He also discusses the emerging trends in the Branding Design Industry such as Sustainable Design practices, Purpose-driven Driven Branding, and how the Design and Packaging industry has evolved over the years by leveraging technology.

What is the design philosophy of Almond Branding and its brand vision?

At Almond Branding, our design philosophy revolves around the belief that successful branding is a harmonious blend of creativity, strategy, and innovation. We understand that design is not just about aesthetics; it is a powerful tool to communicate a brand’s essence and create a lasting connection with its audience.

Our approach is rooted in strategic thinking. Before we put pen to paper or pixel to screen, we invest time in understanding our client's business objectives, target audience, and market dynamics. This strategic foundation guides every design decision we make, ensuring that our creative solutions are not only visually appealing, but also aligned with our client's brand goals.

In terms of our brand vision, we aspire to be pioneers in creating memorable and impactful brand experiences. We believe in the transformative power of design to elevate brands and help them stand out in a crowded marketplace. Our vision is to be a trusted brand partner for our clients, collaborating with them to unlock the full potential of their brands and achieve sustainable growth.

At Almond Branding, we embrace a holistic approach to design, integrating storytelling, emotional resonance, and strategic thinking. We strive to craft brands that not only look good but also tell compelling stories, evoke emotions, and resonate with their target audience on a deeper level. Our commitment to excellence and innovation has been recognised through various awards, and we continue to push the boundaries of design to deliver unparalleled value to our clients.

How has the journey of Almond Branding been so far?

Our journey at Almond Branding has been nothing short of inspiring and fulfilling. Over the past decade, we have played a pivotal role in shaping the brand landscape in India as a leading Strategic Branding and Design agency.

Working with esteemed companies such as Tata, Amul, Reliance, ITC, Parle, and a myriad of ambitious startups has been both an honour and a tremendous learning experience. This diverse portfolio has allowed us to delve deep into various industries, refining our strategic approach to branding and design with each collaboration.

What sets our journey apart is not just the impressive client roster but the international recognition we've garnered for our work. Being acknowledged as one of the most awarded Design agencies in India is a testament to the dedication and creativity of our team. It's a proud moment that fuels our motivation to continue pushing boundaries and setting new standards in the industry.

Our journey is characterised by an unwavering focus on helping brands unlock their true potential. We are driven by a deep passion for branding and design, always seeking innovative solutions that transcend conventional boundaries. As we reflect on our achievements, we recognize that our success is rooted in the relationships we’ve built, the challenges we’ve overcome, and the impact we've had on the brands we’ve touched.

Looking ahead, we are excited about the future and the immense opportunities it holds. Our commitment to creating meaningful and impactful brand experiences for our clients remains steadfast. As we continue to grow, we carry with us the core values and principles that have been the foundation of our journey thus far. We look forward to the chapters yet to unfold in our remarkable journey.

How was 2023 for Almond Branding?

Reflecting on 2023 fills us with immense pride and excitement at Almond Branding. This year has truly been a pinnacle of success, marked by remarkable achievements and industry recognition. We are honoured to have played a pivotal role in the brand revamps of some of the top iconic Indian brands such as Apsara Pencils and Baidyanath. Being entrusted with the transformation of these revered names is a testament to our strategic prowess and creative vision.

A particularly thrilling highlight of the year is Almond Branding’s recognition as one of the most awarded design agencies. We are thrilled to have clinched the title of “India’s Best Packaging Design Studio” for the fifth consecutive year at the prestigious India’s Best Design Awards 2023. This consistent acknowledgment reaffirms our dedication to pushing the boundaries of design innovation.

The celebration didn’t stop there – we were also recognised for our outstanding Visual Identity Design for HealthFab, further solidifying our position as a leading force in the industry.

These accolades and many more collectively make Almond Branding one of the most awarded design agencies in India, a recognition that inspires us to continue raising the bar for ourselves. Looking ahead, the successes of 2023 catalyse our future endeavours. We are eager to build on this momentum, collaborate with more visionary brands, and continue shaping the visual language of the brands we touch. The journey of 2023 has been nothing short of extraordinary, and we are excited about the chapters that lie ahead in our pursuit of design excellence.

How is Almond Branding maintaining its commitment to sustainability and minimalism? What are its USP and clients?

One of the key strengths of Almond Branding lies in our focus on packaging design. We believe that packaging is not just a container for a product but a powerful form of brand communication. By studying consumer behaviour, conducting extensive research, and leveraging consumer insights, we have been able to create packaging designs that align with our client's brand values, effectively differentiate them from competitors, and give them a competitive edge in the market. Our in-house packaging and printing studio further enhances our capabilities, allowing us to deliver hassle-free experiences for our clients.

At Almond Branding, we create value for brands and customers through our collaborative approach, customised solutions, exceptional service, and high-quality work.

We take a collaborative approach to every project. Our team works closely with our clients to understand their unique needs and goals, allowing us to create customised branding and design solutions that deliver results. We strive for excellence in every project we undertake, aiming to exceed our client’s expectations and deliver exceptional value.

What are the innovations and design trends of Almond Branding?

At Almond Branding, staying at the forefront of innovation and design trends is not just a commitment, but a passion that defines our agency’s ethos. In 2023, we’ve embraced several innovations and design trends that reflect our dedication to pushing boundaries and setting industry standards.

In terms of design, sustainability has taken center stage in our creative endeavours. We’ve embraced eco-friendly design practices, aligning with the growing global consciousness towards environmental responsibility. From packaging solutions to overall brand aesthetics, our designs reflect a commitment to both aesthetics and sustainability. This year, we helped at least two start-ups – Novus Organics, Australia, and Papel from Bellator Beverages to develop and launch completely plastic-free, planet-friendly, sustainable packaging in the market.

Typography, being a timeless aspect of design, has also seen an innovative spin in our work. Experimenting with custom fonts and dynamic typography, we aim to infuse personality and uniqueness into brand identities. This approach not only captures attention but also establishes a distinctive visual language for the brands we collaborate with.

Furthermore, data-driven design has become a cornerstone of our strategy. Leveraging data analytics, user behaviour insights, and market trends, we refine our designs to ensure they resonate with the target audience. This approach enhances the effectiveness of our branding solutions, ensuring they are not only visually appealing but also strategically aligned with the brand’s objectives.

What are the strategies that Almond Branding employs to connect with the consumers?

At Almond Branding, our strategies are anchored in a deep understanding of consumer needs, aspirations, and evolving behaviour. We recognise that effective branding goes beyond creating visually appealing designs; it’s about forging genuine connections that resonate with the target audience. Here are some key strategies we employ to connect with consumers:

Consumer-Centric Research:

We start by conducting thorough research to gain insights into the target audience. This includes understanding their preferences, lifestyles, and aspirations. By placing the consumer at the center of our strategy, we ensure that our designs and branding efforts are not only visually appealing, but also emotionally resonant.

Storytelling with Purpose:

Every brand has a story, and we believe in telling it authentically. Our approach involves crafting narratives that go beyond product features, tapping into the core values and mission of the brand. This storytelling with purpose creates a meaningful connection with consumers, fostering brand loyalty.

Continuous Feedback Loop:

We value feedback and actively seek it from consumers. This continuous feedback loop allows us to adapt and refine our strategies based on real-time insights. It also communicates to consumers that their opinions are valued, fostering a sense of partnership between the brand and its audience.

By combining strategic thinking with creative innovation, we aim to build lasting connections that transcend the transactional and foster brand advocacy.

What are the emerging trends in the Branding Design industry?

Staying ahead of emerging trends is not just a commitment, but a cornerstone of our agency’s philosophy. Here are some of the key emerging trends shaping the future of the brand design industry:

Purpose-Driven Branding:

Purpose-driven branding, where a brand aligns with social or environmental causes, is gaining momentum. We’re witnessing a shift from purely transactional relationships to more meaningful connections forged through shared values.

Sustainable Design Practices:

Sustainability is no longer a buzzword; it’s a fundamental consideration in design. Brands are adopting eco-friendly materials, minimizing packaging waste, and communicating their commitment to environmental responsibility through design.

Dynamic Brand Identities:

Static logos are making way for dynamic and adaptable brand identities. Brands are exploring flexible logos and design systems that can evolve across various platforms, adapting to different contexts while maintaining visual coherence. This dynamism adds a layer of versatility to brand expressions.

Personalization and Customization:

Tailoring brand experiences to individual preferences is becoming a standard practice. Personalised packaging, targeted marketing, and customizable product offerings allow brands to connect with consumers on a more personal level, fostering a sense of exclusivity.

Cultural Diversity and Inclusivity:

Brands are recognising the importance of reflecting cultural diversity and promoting inclusivity in their designs. This involves using diverse representation in visuals, embracing cultural nuances, and avoiding stereotypes. Inclusivity has become a key aspect of effective and relatable brand communication.

At Almond Branding, we embrace these trends as opportunities for innovation and evolution. By staying ahead of the curve, we ensure that our designs not only meet current expectations but also anticipate and exceed the needs of tomorrow’s consumers.

How has the Design and Packaging industry evolved over the years? How is it leveraging technology and what are the latest trends in the same?

Witnessing the evolution of the design and packaging industry over the years has been both enlightening and exhilarating. To touch base on some of the latest trends fuelled by technological innovations:

Digital Printing and Personalisation:

The advent of digital printing technology has revolutionised packaging. Brands now can personalise packaging on a large scale, enabling unique and customised designs for different batches or even individual products. This level of personalisation not only enhances brand engagement but also contributes to a more agile and responsive approach to design.

Augmented Reality (AR) and Interactive Packaging:

Brands are leveraging AR to provide interactive and immersive experiences, blurring the lines between physical and digital. This not only adds an element of playfulness to the packaging but also enhances storytelling and brand communication.

Smart Packaging and IoT Integration:

Intelligent packaging solutions equipped with sensors and connectivity are offering brands the ability to track products, monitor freshness, and even interact with consumers. This technology enhances functionality and provides valuable data for both brands and consumers.

Emphasis on User Experience (UX) Design:

The importance of user experience has transcended digital interfaces and extended to physical products, including packaging. Brands are focusing on creating packaging that not only looks appealing but also provides a delightful and user-friendly experience. This involves considering the tactile aspects, ease of use, and overall functionality of the packaging.

Innovations in Materials and Finishes:

Advancements in materials and finishes are shaping the tactile and visual aspects of packaging. From sustainable and biodegradable materials to unique textures and finishes, brands are experimenting with innovative options to enhance the overall sensory experience of the packaging.

What is the formula behind a successful branding design agency?

Even though we are still learning, I would say that the secret sauce involves a harmonious integration of creativity, strategy, and client collaboration. Understanding the client’s essence and objectives through thorough research forms the foundation. Creative brilliance then translates this insight into visually compelling designs that resonate with the target audience. Flexibility and adaptability to evolving industry trends are crucial, ensuring relevance and innovation. Effective communication and collaboration with clients ensure their vision is not only understood but surpassed. The relentless pursuit of excellence and a commitment to delivering impactful, memorable designs complete the formula, creating a dynamic and successful branding design agency.

Could you tell us about Intelligent Design and Brand Nourishment?

At Almond Branding, we view Intelligent Design as the cornerstone of our creative philosophy. It is more than aesthetics; it is about creating designs that resonate deeply in the market. Intelligent Design, for us, is purposeful – it not only captures consumer trust and love, but also drives tangible results, positively impacting the bottom line.

Intelligent Design at Almond Branding is a holistic and strategic approach that marries aesthetics with functionality. It aims to create a design that not only captures the eye, but also resonates with the heart, builds consumer trust, and contributes to the brand's long-term success, both emotionally and financially.

We recognised that brands, much like humans, require nourishment at the right junctures to reach their fullest potential. This insight led to the development of our unique concept of Brand Nourishment, which focuses on maintaining brand health and creating brand wealth in the long run. The name Almond is an offspring of this concept of Brand Nourishment.

Brand Nourishment is integral to our approach. For startups, it strengthens the brand foundation, laying the groundwork for future success. Established brands benefit from periodic Brand Nourishment to stay agile and relevant amidst evolving consumer preferences.

So, when an established brand tree-like Amul wanted to branch out into a newer category of fruit juices, we helped them create a new sub-brand called TRU, defined the brand identity and positioning, and went on to design the visual identity and packaging for the same. Or when Milma, a 42-year-old brand wanted to be like a 24-year-old, it required a different kind of nourishment that rejuvenated the brand and ensured its alignment with consumer sensibilities.