Sundarini

Background

Sundarini Naturals is a cooperative brand powered by over 5,000 women farmers from the Sundarban Islands. The brand works directly with small and marginalised women producers to deliver organic, chemical-free, and preservative-free food items that meet NPOP guidelines of the Government of India. Rooted in environmental and social sustainability, Sundarini Naturals bridges rural livelihoods with the growing community of food-conscious urban consumers.

Challenge

While the brand had a powerful social story, it lacked a cohesive visual and communication identity that could emotionally engage urban consumers and convey the authenticity of its origins. The challenge lay in designing a brand ecosystem that captured the warmth of rural India while maintaining a premium, contemporary appeal across packaging, retail, and digital platforms.

Objective

To create a brand identity and marketing system that would:

• Reflect the cooperative spirit and empowerment of women farmers.

• Build emotional resonance with urban consumers.

• Enhance visibility across offline and online platforms.

• Drive recognition and loyalty through authentic storytelling.

Andreal’s Approach

Andreal collaborated closely with Sundarini Naturals to build a cohesive brand system rooted in authenticity, empathy, and design precision.

Brand Transformation

• Comprehensive Branding: Developed a complete brand identity, including logo, tagline, and visual language that embody the values of purity and empowerment.

• Crafted the mascot of a rural woman, seamlessly integrated with the logo, symbolising Sundarini’s cooperative spirit.

• Introduced the Bengali tagline “মিষ্টি মুখে হাসি ফোটান” (“Bring smiles with every sweet bite”), evoking warmth and emotional connection.

Packaging & In-Shop Branding

• Designed subtle, eco-inspired product packaging for milk, sweets, ghee, honey, snacks, rice, and pulses.

• Created in-store branding, bags, posters, and marketing collaterals to enrich the retail experience.

Social Media & Campaign Design

• Developed distinct social media campaigns for milk and sweet product categories, highlighting purity and source transparency.

• Executed festival-specific campaigns across Kolkata — including Holi, Poila Baisakh, Durga Puja, Diwali, Kali Puja, Christmas, and New Year — through OOH, van branding, and in-shop storytelling.

Outcome

Over two years of partnership, Andreal helped Sundarini Naturals evolve from a cooperative initiative into a recognised sustainable FMCG brand with strong emotional appeal and urban visibility.