AASHIRVAAD ORGANIC COW GHEE (ITC LTD.)

CLIENT

AASHIRVAAD ORGANIC COW GHEE (ITC LTD.)

THE CHALLENGE

Aashirvaad, a brand deeply trusted for its authenticity and purity, needed a revamp of existing packaging design for its organic ghee that could honour its traditional roots while standing out in a modern retail environment. The challenge was to craft a visual identity that not only reflected the product’s natural, wholesome origins but also elevated its premium positioning.

Balancing cultural richness with clean, contemporary aesthetics without losing the emotional connection to Indian heritage was key to achieving both shelf impact and consumer trust.

JOURNEY

Aashirvaad’s organic ghee packaging draws deep inspiration from India’s pastoral beauty and time-honoured practices of purity. The design pays homage to the sacred bond between Indian cows and age-old dairy traditions, set against a backdrop of golden farmlands and serene rural life.

Our refreshed packaging elevates Aashirvaad’s identity as a premium, trustworthy brand balancing elegance with authenticity. The label has been refined to remove distractions, placing greater focus on the product’s natural richness and clarity. A warm, earthy palette reflects the organic origins of our ghee, while the minimalist design allows its golden glow to shine through.

Every element from the curved lid to the soft, rounded jar has been chosen to honour the essence of purity, simplicity, and devotion. Just like the ghee inside, it’s a tribute to nourishment rooted in tradition, crafted for the modern Indian home.