Sundrop Brand Identity
Client
Sundrop
Role
Brand Identity, Packaging Design, Visual Strategy
Legacy brands often die by clinging to nostalgia. We redesigned a household staple to run on modern vitality
For the Sundrop rebranding, we approached the packaging not as a simple facelift, but as a generational bridge. The brand holds immense legacy trust, but its visual language was anchored in the past. We needed to retain the emotional warmth that made it an Indian kitchen staple, while entirely stripping away the visual clutter associated with 90s FMCG design.
The result is a revitalized brand system that feels simultaneously familiar and completely new. By cleaning up the typography, refining the brand assets into a more intentional, minimal style, and introducing a color palette that breathes, we shifted the visual narrative from heavy processing to clean energy. It’s a design that looks as healthy as the product claims to be.
The Insight
We realized that modern consumers subconsciously associate visual clutter with artificial ingredients. By drastically increasing the negative space on the packaging and flattening the design elements, we communicated a 'purer' product before the nutritional label is even read.We realized that 'gamifying' finance can actually erode trust. Instead of making money look like a game, we used bold color systems strictly for cognitivehierarchy—allowing users to instantly distinguish between 'safe to spend' and'needs attention' with zero friction.
Nitin Prajapati
Art Director
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