Two Brothers Organic Farm Re-imagines Their Design Philosophy
Joanna Lobo speaks to the founding farmers of Two Brothers Organic Farm and the brand design head who worked together to create a new visual identity that keeps the brand’s ethos and philosophy front and centre.
Life is about duality. Yin and yang; light and darkness; good and evil.
For brothers, Ajinkya and Satyajit Hange, this duality has been part of their lives. In 2012, when they quit corporate banking jobs to answer the call of village life, they translated this duality to their farm – with one exception: “Instead of good and bad, this is all good,” laughs Satyajit, co-founding farmer at Two Brothers Organic Farm (TBOF). “We are able to do good to the earth, be economically sustainable and improve our customers’ health. It does good at both ends.” In addition, the food they produce — moringa powder, dates, pickles, ghee, peanut butter, sattu laddoos and more — ticks boxes on both nutrition and flavour.
It is this dual aspect of life, and nature, which guides TBOF and subsequently, their recent rebranding. The brand’s makeover aligns their visual identity with their goals, using minimal design, illustrations that tell stories, and brand colours that reflect the farm.
“The farm is the hero,” says Shubhi Bhardwaj, Graphic Design Lead of Unifynd who worked on the rebranding. And this hero — located in Bhodani, Maharashtra — is the star of the packaging, labels, logo, and website. “This is a farm-first brand and we want to translate this philosophy directly to the website and packaging.”
The website draws people directly into the farm, courtesy a video. Other pages have striking images (and videos) of farm life, the processes they follow, all the while explaining the brand’s ethos and philosophy.
The logo is simplistic and elegant, in muted shades. “We picked colours from the farm: greens and browns, mustard-y yellow to reflect the environment and sun; neutral beige to reflect our belief in wholesome, pure, unadulterated products. We want the colours to reflect our roots,” she adds.
Everything comes together on the labels. Each label features an illustration that is colourful, detailed and tells the story of the product. “If our atta is stone ground, we want our customers to know these details. We decided to use imagery instead of text. Our labels show village and farm life, and the birth of our products,” explains Ajinkya, co-founding farmer, TBOF. The illustrations highlight the farm’s clean farming practices, the absence of harmful chemicals in processing, and packaging that is as eco-friendly as possible. Interestingly, over 50% of farm labour is women, and they feature extensively on the packaging. “Bringing that personal touch to the front is important to us, that is our USP. Everything is hand-rolled, hand-made, hand-pounded,”says Bhardwaj.
Ajinkya and Satyajit Hange, cofounding farmers of Two Brothers Organic Farm
The rebranding has been a long time coming. Each piece of artwork has been hand-drawn, inspired from farm visits and video calls to understand every process involved from start to finish. “It goes back to our journey, in 2012, when we quit our jobs and started farming – it was purely for the love for it. We didn’t get good rates in the market, and after four years of losses, we decided to bypass the middlemen and started reaching out to customers directly. As our product portfolio increased, we decided to standardize and get all our products speaking one language and under one roof,” says Ajinkya.
This standardization involved focusing on the TBOF brand instead of Amore Earth (the farm name), connecting customers directly with the farm and the people behind it. The farm is the heart of every communication; simple and uncluttered.
Joanna Lobo is an independent journalist from Goa who enjoys writing about food, her Goan heritage, the freelance life, and other things that make her happy. Follow her on @thatdoggonelady.
Thank you to our friends at TWO BROTHERS ORGANIC FARM for sponsoring this feature. You can purchase their products here and follow their Instagram handle @twobrothersorganicfarmsindia for updates.
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