DAILYGOOD

An everday cooking essentials brand with 200+ sku across all categories.

Challenge

Build a cooking essentials brand from scratch that could compete with established players across 200+ SKUs availaible on Zepto's platform. The core problems: Trust: How do you make people trust a new private label brand with something as personal as the food they cook at home? Cohesion: How do you create a recognizable identity across an incredibly diverse product range without losing category clarity? Differentiation: In a space where everyone claims quality and hygiene, how do you stand out without competing on price messaging alone?

Approach

For Daily Good's communication the strategy moved away from transactional USPs like hygienic processing, quality sourcing, or affordability—because those claims are standard in the category. Instead, the communication focused on emotional trust by centering creatives around middle-class Indian kitchens and moms cooking, tapping into nostalgia and everyday familiarity. Modest kitchens, simple meals, and relatable moments naturally signaled affordability and authenticity, making the brand feel like food that belongs at home. On the packaging side, the challenge was building a cohesive system across 100+ SKUs—from basmati rice to green tea—while keeping categories easy to navigate. This was solved through colour-coded categories aligned with existing shopper mental models (yellow for oils, green for pulses, navy for premium rice), subtle farm illustrations referencing sourcing, and a consistent logo lockup, typography, and grid system that held the entire range together

My Contribution :

Led brand strategy and visual identity development for Daily Good.
Defined and scaled the visual language across packaging, social media, and marketing campaigns.
Collaborated with junior designers to conceptualise and execute brand communications.
Developed packaging systems rooted in category understanding and consumer behaviour.
Directed product photography and catalogue development across multiple categories.