A luxury and youthful brand world for the sugar-free sweets.
Collaborating with fellow Forbes ’30 Under 30’ honouree chef Harsh Kedia, Boomranng crafted a contemporary and vibrant brand identity for ‘Cocoa&Katli’ a completely sugar-free mithai and chocolate confectionery brand.
Brief
Traditional Indian sweets are closely tied to celebration, gifting and nostalgia, however India also has one of the highest rates of diabetes worldwide so many people feel indulging in sweets comes with too much guilt. Cocoa&Katli was born from the desire to craft treats that reflect a younger, more health-conscious generation and also debunk the idea that sugar-free means tasteless or bland.
To craft a premium identity that possessed global appeal, Boomranng avoided traditional cliches of diet food packaging and paid homage to the deep rooted cultural context and love for the traditional sweets.
Approach
Positioning the brand as a bold expression of richness, Boomranng crafted a ‘surreal gourmet forest’ to build the brand world around. The name combines two concepts: ‘cocoa’ for modern chocolate, and ‘katli’ for kaju kati the diamond-shaped cashew sweet, a symbol of mithai tradition.
Bringing their signature maximalist style to the brand world, Boomranng filled the world with rich and opulent details, elevating traditional shapes and motifs to reflect that feeling of youth with colour and expression.
Design
Taking the recognisable shapes of traditional mithai and developing them into botanical motifs, animal characters and surreal forms, Boomranng aimed to craft a ‘portal’ into the world of Cocoa&Katli. Reinterpreting tradition for a new audience, every element was designed to reflect the organic ingredients and natural taste without losing any of the indulgent sweetness.
