Studio ABD

Client Brief

With the recent 'eat healthy' revolution sweeping across India and increasing awareness of the benefits of organic food, 24 Mantra targets the discerning consumer, who is willing to take the time to choose and invest wisely in the family's health. Considering the slew of brands competing for top-of-mind awareness in this segment, organic's wholesome nutrition and health benefits must be reiterated. The brand needed to rejuvenate its image to look fresh, vibrant, and contemporary while maintaining its genuine, farmer-friendly, and excellent taste. With this in mind, Studio ABD was asked to refresh the visual identity for 24 Mantra, define its packaging architecture and create a new packaging design for its RTC Range.

Project Deliverables : Packaging Strategy & Architecture | Packaging / Brand Identity | Structural Design & Development


The brainstorming for 24 Mantra had one common thread running through it – portray the brand essence of 24 Mantra and highlight its vibrancy equated with good health. Make it all about good living, we said. The idea that resonated was unanimous: retain the Earth elements – fire and light - to communicate the exuberant personality of 24 Mantra in a new, clean format. We reworked the mnemonic design depicting the sun's rays, making it bolder while decluttering the area around it to make it more legible. Waking up to freshness with the morning sun leverages the brand's association with fitness. 


We preserved the diamond shape and added hand-drawn details and vector illustrations on tea packs for its range of variants tagging nutritional benefits along with a golden band with the product description to give it a rich exterior. The graphic of the ubiquitous mortar and pestle on the infusion packs showcases a burst of the traditional and tested feel-good recipes and concoctions promising soothing relief. The new look and feel are accentuated with bright colours to infuse the joie de vivre of the brand into its packaging. The use of green in the logo emphasises the organic route with nature at the brand's core.


The new packaging has been introduced on online grocery websites considering the increasing trend of online grocery shopping and the present-day grocery shopper's evolution with the pandemic's onset. Brand presence in brick-and-mortar operations has been beefed up, leading to greater product awareness and positive feedback on the revamped packs. The application of the new packaging has been extended to the company website and strengthened on social media.

Studio ABD


  1. Bengaluru



Category Experience


11-25 Employees

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