BRAND NAME / BRAND IDENTITY DESIGN / BRAND EXPRESSION SYSTEM / PRODUCT PACKAGING DESIGN
Natural fertilizer company branding case study
Project background: Based out of Pravaranagar, Maharashtra, India, Pravara Fruits & Vegetables Producers Cooperative Society is a part of Padmashri Dr. Vitthal Rao Vikhe Patil Sahakari Sakhar Karkhana Ltd. Established in 1950, the mill holds the distinction of being the first cooperative sugar mill in Asia. Established in 1984, the society embarked upon a Green Project to manufacture fertilizer/Bio-Compost/Bio-Manure from Sugar Factory & Distillery by-products. The revolutionary fertilizer products are offered to the farmers of Maharashtra at highly subsidized prices. The Management of Dr. Radhakrishna Vikhe Patil Trust approached Arabella Design to handle the branding and packaging design of the project.
Brand archetype
The caregiver
The Caregiver is altruistic: the unselfish concern and/or devotion to nurture and care for others. This archetype is motivated to provide reassurance, service, advice, listening, and an open heart to support the welfare of others.
The Caregiver is moved by compassion and a genuine desire to help others through generosity or dedicated assistance.
The brand is Traditional / Responsible / High Quality / Selfless and Dedicated
Brand Look: Organic / Energetic / Bold
Brand Feel: Nurturer, Parent, Angel
Brand name
Pravara Tejas +
The name of the fertilizer brand was recommended to amplify the value of our product offerings and to connect instantly with the native language-speaking local farmers. Our focus was also on ensuring that our brand name is highly differentiated from other products or services in the market and stays true to the business. ‘Tejas’ resembles brilliance, energy, and strength. For a fertilizer/agriculture brand, this creates a perfect perspective. Tejas has no ill associated with it in any region/religion. ‘Plus’ brings positivism and progress to the brand completing the meaning. Tejas Plus also gives a great product-centric perception that fertilizer is highly powerful/effective.
Brand Identity design
The green leaf constructed within Pravara Tajas + following the same construct as the fonts connects the brand to a healthy crop. The bold veins of the leaf represent the strength and good health of a crop. The logo has been designed to give an equal weightage to ‘Pravara’ and ‘Tejas+’,. The clean bold look and perfectly aligned elements give this logo a premium and high-quality brand feel.
The logo is an icon and a unique mark, very appropriate for printing and stamping on various packaging materials.
Recommended logotype: Combination mark type
Graphic family: Organic + Geometric
Brand color palette
To bring alive the brand’s recommended natural and organic look and feel, we took cues from nature. The color palette combines fresh greens, warm earth tones, and more, to create a beautiful nature-inspired color scheme, channeling its calm and beauty.
Dark Green: It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with healthy plants & general safety. Dark green is also commonly associated with money. Green has great healing power.
Sap Green: A soothing and peaceful color, light green is an especially calm shade that represents renewal, luck, health, and optimism.
Fresh Green: This is high visibility freshest green, and catches immediate attention.
Plant Yellow: It's the color of happiness, optimism, enlightenment and creativity, sunshine, and spring.
Mud Brown: It's a color often associated with resilience, dependability, security, and safety. Being the visual representation of soil, this color is the prominent one in our brand palette.
Brand typography family
A crucial ingredient in a brand, the following fonts were chosen for the brand to evoke eco-friendly emotions and showcase the fertilizer brand's best side, i.e. of a nurturer. Fonts are an integral piece of a brand. The choice of text style was recommended to have a huge impact on the 'feel' of the business and connect consumers to the very core of the brand.
Demonstration of brand colors and font usage
The brand guidelines were recommended to ensure consistency in the fertilizer brand’s communication and complete uniformity in style and formatting for the brand.
Packaging strategy & design
Abstract subconscious relation to a growing plant.
The design background is an abstract visual for a growing plant/crop. The layout was kept simple and solid colors were used in the background to make the brand feel powerful/energetic.
Fertilizer bag design
Formal and Serious Appeal
The design approach for the fertilizer bag was intentionally structured to convey a sense of professionalism, reliability, and quality. A minimal yet impactful information layout was chosen to ensure clarity while reinforcing the credibility of the product. By keeping the design formal and straightforward, the packaging establishes an authoritative and trustworthy presence, which is crucial for agricultural products.
To enhance this sense of trust and reliability, solid bright colors were strategically used. These colors not only make the packaging visually striking but also symbolize key themes such as growth, vitality, and strength—all of which resonate with the product’s purpose. The choice of colors plays a psychological role in reinforcing the product’s effectiveness, encouraging farmers and agricultural professionals to perceive it as a powerful and dependable solution.
Design Flow & Visual Hierarchy
The layout of the packaging was structured to create a natural and intuitive visual flow, guiding the viewer’s eye in a logical sequence. The key elements were arranged with a clear hierarchy to ensure maximum impact:
Brand Logo Placement – The topmost section was dedicated to the brand logo, designed to be large and bold. This ensures that it is the first thing that captures attention, reinforcing brand recognition and credibility.
Product Name Emphasis – Positioned directly below the logo, the product name was given prominence using a green color, which symbolizes nature, fertility, and eco-friendliness. This placement ensures that after recognizing the brand, the customer immediately identifies the specific product type.
Key Specifications & Features – Below the product name, essential specifications such as composition, benefits, and usage instructions were presented in a clear and concise manner. This section was formatted for easy readability, ensuring that customers quickly grasp the product’s value proposition.
Vermicompost packaging bag design
The vermicompost bag design maintains consistency with the brand's overall visual language while ensuring clear differentiation from other products. The aim was to create a cohesive brand look, yet visually distinct enough to avoid any confusion for farmers. The design features a paper-cut effect at the top and bottom, which lends an organic, authentic feel, aligning with the natural and eco-friendly qualities of the product.
Brand office signage design
It is important to reach the right customers and an eye-catching signage design helps the customer know where the company office is located. Unlike other means of advertising like radio, TV, and newspaper, signage is cost-effective.
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Case studies of some other brands we’ve built.
Branding is at the core of everything we do. Every design, every detail, every decision — all purposefully crafted to strengthen the brand. Our outcome-focused solutions span research, strategy, creativity, engagement, and execution.
