Brand Identity, Packaging & Communications
Food & Beverage
In Greek and Roman mythology, Ambrosia was the divine sustenance, the food of the gods, conferring long life and even immortality upon the consumer. Sourcing, crafting and distributing the finest dried fruits, nuts, select spices and nutritious food items to a range of consumers, our client Ambrosia indeed - true to its name – providing heavenly sustenance.
Its wares span walnuts, almonds, saffron, raisin, apricot, pumpkin seeds, sunflower kernels, macadamia nuts, black currants, cranberries and morel mushrooms, in a range of flavours, colours, sizes, cuts, and utilities. Handpicked origins for produce, stringent process controls, high technical expertise and a four-decade tradition of integrity attest towards its superior quality. The entire procedure – from inception to production to retailing – pays homage to pure organic values, keeping merchandise fresh and the name reliable. Over the years, constant innovation has propelled the brand to a globally recognised entity.
To help Ambrosia with a unique identity that encapsulates their brand promise of providing quality nutritional food
Strategy and Approach
While designing their logo, Destylio first focused on evoking the earthy, organic nature of Ambrosia, in such a way that it would integrate with imagery for ‘uplifting’ flavour. Creatively conceptualizing “one of the finest and purest foods devoted to the gods” – Ambrosia – we zeroed in on multi-coloured wings in the motif. These symbolise both the diversity of nature, as well as spiritual symbolism for ‘liberation and ascent’. Thus, we felt the logo would instantly be associated with flavours that ‘elevate and revive’.
The colour green, combined with visual elements of fertility in the form of sprouting flora, brings in concepts of growth and harmony to viewers’ understanding. In the end, we opted for a clear but elegant look, with colours and symbols that stood for the company’s basic tenets. We also tipped a hat at the underlying premise of divinity, providing a refreshing and energetic effect to the whole layout.
As for the packaging, we employed various rich colours with gentle patterns on a white background, each colour signifying a different product. A circular space on the front panel portrays what delights await inside, whether it is crunchy walnuts or syrupers. The side panels detail the Nutritional Data about the product, while on the back, there is a chart explaining its Health Benefits and Applications. Thus, as is appropriate, it is the product and its benefits that take centre stage, while the simple, rich design of the package highlights the very same message that the company wishes the clients to see: healthy, heavenly goodness.