Gobbleright - Fun Snacking, Healthy Eating
From homemade recipe to a homegrown brand
Client
Requirements
Brand Strategy and Positioning, Brand Visual Identity, Product Packaging Design, Copywriting, Content Strategy
Credits
Visual Identity & Packaging Design by: Alvina R
Copywriter: Sangeeta Patnaik
Strategy: Vedabrata Rao
Social Media Activation: HaathBaazi, Khushi Malde
Timeline
2022
01
Where we began
Gobbleright approached Veda with a recipe for success. Their mission was to make healthy eating both enjoyable and accessible. Founded by two sisters—one needing a gut-friendly diet and the other a food lover—they sought to balance taste and health without compromise.
Deeya & Tanisha Shroff had come up with a homemade recipe to replace traditional foods and snacks. Their recipe had all the elements for a tasty bite with 0% of gluten. Rich in plant-based proteins, antioxidants & nutrients and most importantly free of known gut-enemies.
How do we make food our friend again? It's starts with listening to your gut!
02
When did food become an enemy?
When did it go from being nutritive sustenance to indulgent toxins?
Why can’t it be nutritive and indulgent?
Can we change the relationship we have with food?
Post Pandemic, in 2022, it was obvious that all categories of health saw a significant boost - therefore it was fair to say that simply stating “this is healthy,” would only get lost amidst a growing number of brands saying the same.
Everyone wanted to make food their friend again.
Gobbleright needed to stand out as a young homegrown start-up, when the market was already seeing healthy food brands stand up.
03
A brand is simply an idea (gift) that keeps on giving if the idea is sustainable, relatable, adaptable and most importantly - simple. Gobbleright, the brand, needed a flavour profile of its own. The key ingredient was defining their purpose.
Thoughts experiments with the founders made Veda realise how little he cared for his own gut-health. The category of healthy food brands generally want to be fun. The young co-founders couldn't agree more and wanted to do their part in helping people rediscover what it feels like to have a happy gut! The Gut-Brain Axis is very real, and processed foods have had a definite effect on our general mood and mental wellness as well.
Before we could brief our talented designer - Alvina Rajendran, Veda knew that Gobbleright needed reach deeper with the co-founders to build the depth and dimension they sought for their brand
04
PURPOSE: To help people love their gut again
POSITIONING: Make healthy eating, fun. After all, a good feeling in the gut is a great feeling in life. At Gobbleright, we are all about that good feeling. For us - it’s a gut feeling.
PROOF: Vegan, Gluten-free, Soy-free, Dairy-free, Grain-free - nutrient rich and made with known gut-friendly ingredients
With the soul of the brand now crafted into a promise, it became a pointed brief to Alvina to begin sculpting the brand into a visual identity.
A design referencing exercise and many conversations after, the following were key aspects that we wanted to see come together for the brand's visual identity and packaging:
1. Gobbling as a verb has a strong visual signal that we should see a hint of
2. Color differentiation for each category will help innovate more products in the future
3. "Good for Your Gut" as a mandatory stamp on all products
4. Strong and bold type balanced with simple and clear illustrations
5. Back-of-pack has become front-of-pack: key ingredients and benefits should have a spotlight on the front of the pack
05
"Deeya, Tanisha and their father Raj were extremely invested in bringing Gobbleright's vision to life and taking the best first step. They were genuine, open-hearted and intentional. With the playful springboard we crafted together for the brand, they took leaps far ahead. Realising that I was oblivious to the fact that my own gut was speaking to me every day for reasons beyond hunger or bloating, made me want to care for it - and therefore care for myself - better."
Vedabrata Rao
06
Happiness starts with feeling good in your gut!
We understand that loving your gut usually means a sacrifice in your diet and a compromise for your palette. And how does one even satiate that appetite?!
At Gobbleright, we are your home-grown gut specialists. Our fun-food alternatives satiate that hunger pang with (full)filling, tasty, nutritious and good-for-your-gut ingredients.
We are all about that happy feeling because at Gobbleright, It’s a Gut Feeling.
07
First and foremost, Gobbleright is about a good feeling. They are warm and inviting, welcoming everyone to experience snacking guilt-free.
Gobbleright believes healthy can be tasty, and not boring. They are playful, fun and full of life.
Two sisters came together in their kitchen to bring to Indians a new way to snack without compromising on taste, their appetite or health. Their journey taught them a lot. Gobbleright knew they had a duty to be educational with their efforts in service of making their customers gut-friendly.
There is no innovation nor a better solution without curiosity. And curiosity didn't kill the gut when Deeya and Tanisha found their way to the perfect recipe. This curiosity drives Gobbleright to always innovate new recipes for that good gut feeling.
08
When developing content strategy it is essential to realise that the opportunity to actually sell your products should not take up more than 20% of the space on your content calendar.
For the majority of the 80% of content that a brand must devise, there has to be more nuances than what the brand offers, who it is for and why it exists. A lot of the brand's essence needs to be derivative and felt by viewers when engaging with their content.
Content strategy then effectively is a very subtle balance of trying to find the right mix of conversations so your viewers understand who you are, actively engage with what you have to say and allow you to make your sales-pitch now and then.
We like to think of content strategy as an always evolving trifecta of what you as a brand offer and promise, what your audience expects and most importantly a tilted conversation that laterally aligns with your place in the category.
For Gobbleright, belonging to the healthy food category, as a gut-friendly snack alternative for consumers who need gluten-free food or are becoming conscious of their gut-health in general - we wanted to also build a series of content that focuses on the importance of the gut.
The gut as the only dictator we should all listen to and follow.
09
I'd like to personally thank Sangeeta Patnaik for the fantastic copy on all the packaging of Gobbleright and Alvina Rajendran for bringing alive the brand, its ethos and its vibe into beautiful, adaptable and sustainable design!
Vedabrata Rao
10
Gobbleright today is a thriving D2C healthy food and snack company that was able to realise its full potential because the founders came with an openness to realise a vision and a purpose, and not simply gear themselves for Profit.
Every for-profit company, is obviously - for profit. That can never be the purpose of a brand. Brands want to be more human, more relatable and they want to be conversation starters. As people, we are always willing to engage in an honest attempt at communication than a false bravado of salesmanship. The best salesmen and saleswomen know this all too well. They don't sell a product that will change their life, they sell an idea that will aide your needs.
Gobbleright took all the right steps to make food our friend again, and Veda will always be proud of every step they take into the future.
