The Origin


Brand Strategy and Positioning + Identity and Packaging System + In Store Brand Experience Design

There are grocery stores, and then there is The Origin.
Here, grocery shopping transforms into a holistic ritual.

As modern life leads us to outsource grocery shopping, the joy of personally selecting what our family consumes can often be overshadowed by the chaos of markets.

The Origin brand was positioned to reimagine the grocery shopping experience.
It highlights a serene environment of choice, rekindling the pleasure of handpicking items for your loved ones.
The brand aims at turning the grocery shopping task into a cherished ritual, and an avenue for exploration.

Leisurely pick avocados from Peru, smell French truffles and Italian breads, or pluck American blueberries as you make your way to our wholesome honey isle.

While you are immersed in ticking off your list at The Origin, the brand engages you in experiential interactions.
One day we’ll have you try the creamiest guacamole, and on another, your senses feast on aromatic truffles.

Building the brand strategy, nomenclature, spatial branding elements and packaging for The Origin has been a sensory experience in itself.
Nestled in West Bandra, the store is a world of gourmet delights.

Every food story begins on a farm. Our tables are filled with goodness when delicately, and deliberately handpicked.
The Origin presents a luxury gourmet destination designed to give your grocery list a world-class lift.

The brand experience is a quality-conscious bridge to transport your senses to the source, the origin of the finest foods the world has to offer.


At The Origin, the grocery shopping experience is an event in itself.
The brand language had to be evocative of this, and provide a unified experience across categories and services.

Select teas and coffees at The Plantation, divine honey at The Hive, clean stapes in The Field, and freshly ground spices from The Mill.
Here, The Cocoa Tree brims with fine chocolates, and The O Farm is lush with nutritious fruits and vegetables.
Stop by The Heritage for the richest dry fruits. At the gifting section, O Amour, you’ll find goodies to gift your loved ones on many an occasion.

Marrying colour with stark typography, we used a seamlessly illustrative language to bring The Origin world to life. While brand elements pepper each section of the store, they never interrupt the consumer's engagement or experience with the produce. We maintained this balance to ensure the grocery shopping experience is starkly unique to the consumer's packaged food selection process.