The Gud Bar
Branding and packaging for The Gud Bar, a company exporting Chikkis using jaggery as a sweetener for the global market, repositioned as energy bars. This project was done for the American market as a collaborative project between the National Institute of Design and the University of Notre Dame, Indiana.
The keywords we looked at while working on this were Simplicity, Goodness and Energy and to underscore the same we incorporated a smile into our logo while keeping the colours pastel and mild. Another thing we did was to use the Gudbar itself as a mascot to highlight the various positive lifestyle changes we wanted to put in the viewer’s mind, be it relaxation, activity or just the general feeling of goodness.
We took special care to avoid sharp edges and keep everything rounded to bring to mind the well rounded quality of jaggery compared to the empty calories of sugar. All in all, we wanted a modern feel good quality to every design element that is both inviting and eye catching.