The Pahadi Story: naming, packaging design and D2C brand building for a Himalayan wellness brand
The Pahadi Story ·
We did not win this brand. We started it.
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The Pahadi Story is a Himalayan wellness brand built on provenance. Chai, herbal infusions and honey, sourced from the hills and told in the voice of the people who live there. It has been trading since 2020, direct to consumer, across marketplaces and into corporate gifting.
It is also ours. BBT's founder started it, which meant nobody to blame for a thin brief and nowhere to hide when a product did not move. Every decision here was settled by a P&L rather than a presentation.
Disciplines
- Naming
- Identity system
- Packaging system
- Bespoke typeface
- Illustration
- Range architecture
- D2C website
- Marketplace content
- Retention
- Gifting
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The idea
The hills, in the voice of the women who live there ·
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Client testimonial
From name to packaging, from website to gifting, BBT has been our brand custodian. They have not just built The Pahadi Story, they have lived it with us.
(08) What
changed
What four years of owning the risk produced.
Two million cupsThe masala chai went from a market stall that sold out on day one to the brand's fastest moving product.
India's Best Design ProjectRecognised in 2022, in a category where most packaging still competes on discount rather than craft.
A customer base that answersTwo thousand unique customers and more than five hundred written reviews, which is the feedback loop a young brand needs most.
