When we first met Mootown, we discovered it wasn’t just another dairy brand — it was a family-owned farm in Maharashtra where cows are treated more like family members than livestock. They’re raised with care, fed the finest grass, and even monitored with RFID tags (yes, Fitbits for cows) to ensure they’re happy and healthy.
Our challenge? To reimagine their dairy range, starting with the star of every Indian kitchen — ghee. Traditionally, ghee has been the secret ingredient behind age-old recipes and festive sweets. But today, it’s making a comeback with a modern twist. From being drizzled over sourdough to stirred into bulletproof coffee, ghee is now as likely to show up in a hip café as it is at grandma’s dining table.
We wanted Mootown’s identity to reflect this evolution — fun, playful, and everyday, without losing the richness of tradition. Typography became the cornerstone: Solway brings grounded warmth and approachability, while Dela Gothic adds bold, quirky energy. Layered with a soft pastel palette, charming hand-drawn illustrations, and conversational copy that doesn’t take itself too seriously, the brand speaks to a new generation that values both heritage and modern living.
The result? A ghee jar that feels less like a relic from the past and more like a joyful essential on your kitchen shelf — as at home next to an avocado as it is with an aloo paratha. Mootown is proof that tradition and playfulness can, in fact, go hand in hand (or in this case, hand in jar).
CREDIT
- Agency/Creative: Studio Fable
- Article Title: Mootown’s Brand Identity Design by Studio Fable
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Kolkata
- Market Region: Asia
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Brand Identity, Brand Naming, Brand Tone of Voice, Brand World, Branding, Creative Direction, Design, Food Photography, Packaging Design, Tone of Voice, Web Design
- Industry: Food/Beverage
- Keywords: Branding, Identity, Dairy, Food and Beverage, Quirky, Fun, Playful, India, Agriculture, Packaging, Web Design, Mootown, India, Logo
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Credits:
Designer, Art Director: Sakshi Chirimar
Designer: Ananya Saraf
Designer: Rithvika Reddy
Animator: Apoorva Patwardhan
