In India, frozen food has a trust problem.
Largely associated with compromise, frozen fruits and vegetables are often viewed as lesser than. Sunthings enters this context with a clear premise: freezing, when done right, preserves produce at its best.
Within a segment that is not clearly understood or trusted yet, we conceptualised a visual and verbal identity where clarity was the whole personality, and not just a footnote.
A brand that speaks clearly without sounding flat.
Starting with the name, "Sunthings" is exactly what it says — produce grown under the tropical sun. Its phonetic similarity to "somethings" opened up a copy register that felt conversational and grounded.
A colour palette derived from the produce itself.
Sunthings offers a focused range of tropical produce. We derived the colour palette from this diverse portfolio, directly correlating the packaging hues to the fruit or vegetable inside.
As for imagery, a deliberate choice was made to use a combination of illustrations and photography.
The soft detailed rendering of the whole fruit captures its natural essence while maintaining a friendly, artistic feel. Complementing this are floating photographic fragments of the produce, adding a layer of transparency and realism.
