Brand Identity & Advertising

Twani

Consumer brand

The brief

Twani was an end-to-end project: nothing existed at the start beyond the name, and everything the brand touches was drawn for it. The deck below is the one presented to the client, page for page. It runs in the order the work happened — routes first, then the decision, then everything that had to be built once the decision was made.

The challenge

The name was the only fixed point. There was no category convention to lean on, no existing customer to ask, and no product photography to design around — the packaging had to be drawn before there was anything to put in it. The harder constraint was reproduction. A mark for a consumer brand has to survive being printed at four centimetres on a label, screen-printed onto a carton by a supplier working to a tolerance, cut into vinyl for a shopfront, and still read on a delivery van at twenty metres. Several of the sixteen routes were stronger on screen and were rejected for exactly that reason.

Our approach

Sixteen logo routes were drawn before one was chosen, across four families: an architectural capital, a script, a lowercase humanist, and a monogram built from the leaf mark. Each was tested on four grounds — deep green, ochre, white and near-black — because a mark that only works on white is a mark that fails on the first delivery van. The palette was fixed to two colours with print references, so a printer in Vadodara and a printer anywhere else produce the same brand: #021E2F (PMS 296 C) and #90C73E (PMS 2292 C).

How we built it

Logo guidelines and a brand bible were written so the mark survives being used by people who were not in the room: clear space, minimum sizes, what is not allowed. From there the identity was applied to packaging, rendered as 3D mockups for sign-off before anything was printed, then extended into the advertising campaign, the printables, the office interior and outdoor sites.

The result

The client left with a brand bible, a packaging system, print-ready artwork and an applied identity across office and outdoor — not a logo file and a hope that the rest matches.

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