Visual Language
We worked with SHM from the birth of the idea and have partnered owners Neha Sethi and Akaash Sethi on their journey. Our first project was to create a novel concept for the Nano that would eventually become the signature pattern for the brand.
Blue is not a food colour.
But SHM owned the blue, breaking the conventional mould. With the product line diversifying significantly over the years, we created a secondary palette for the brand that provides scope for exploration and allows the brand to be consistent without being limited.
Brand Core
TOP NOTCH INGREDIENTS
SPECIFIC PROCESS AND TOOLS
SOFT BAKED COOKIES
BAKED WITH LOVE
Brand Experience
We collaborated with interior designer RRH Design to
bring the brand experience in-store, creating a body of assets that could be replicated across the stores country-wide.
Packaging and Positioning
We created communication and packaging for every season and special edition,
hinging on the strong visual language, but developing new buzz words for each exploration. This allowed us to position the brand differently for different audiences.
Website
Social Media
The Molecular Brief
The brief of a homegrown brand varies greatly from that of a chain of stores. But for us at TMB, we worked from the getgo on building the brand of SHM organically, adding tiny molecules to the greater
whole, that allowed them to transform into different variants, from seasonal packaging to nice products, holding true to the core of the SHM brand. Blue. Cookie. Mouthwateringly Delicious.
NEHA SETHI
Owner Sweetish House Mafia
