A brand that loves nature. A range of products that took birth in nature.
Pragati is a multifaceted brand built around nature and the environment. It promotes a responsible lifestyle.
Branding
Problem
Helping an established brand communicate with the audiences that they are committed to nature is a tough task. Starting from the visual identity, Pragati needed a subtle yet identifiable change that evokes Indianness, eco-friendly quality, and an unwavering commitment to the conservation of nature.
Analysis
Pragati is a lifestyle brand that has evolved over the years, branching out into real estate, personal care products, a recreation and wellness center, and social service. But the root that nourishes all these branches is the brand’s love for nature. Unlike other brands that claim natural practices and ingredients, Pragati is true to its values.
Method
To evoke Indianness in the brand, we have created a wordmark [logo] that has derived its structure from Devanagari script. All the natural colours like yellow, orange, and green make the brand’s visual identity. The package for their products has been designed in such a way that the brand’s mission, vision, and values communicate directly with the users.
