Trupath
Sweetening Life the Gud ol’ Way
About
Blue Sapphire, one of India’s largest conglomerates, wanted to foray into FMCG with a D2C jaggery brand.
Their vision: position jaggery as a healthier swap for sugar. The challenge? Jaggery isn’t a miracle cure — it’s natural, yes, but not dramatically better than sugar.
The market was fragmented, inconsistent, and storytelling was non-existent.
Objective
Create a brand strategy, identity, and packaging system that could move jaggery beyond “just another sugar alternative” and into a values-driven movement consumers could believe in.
The Brown Revolution
Instead of fighting a losing war against sugar, we reframed jaggery as a small but powerful everyday choice.
The idea: “Swap one spoon of sugar for one spoon of jaggery.” A cultural movement was born — The Brown Revolution — empowering mindful living without over-claiming health benefits.
Naming Strategy
We named the brand Trupath — symbolizing honesty, integrity, and better choices. It evokes a sense of walking the right path, aligning perfectly with the brand’s values.
An Identity You Can Trust
Minimal, modern, and purposeful. The visual identity balances trustworthiness with a sense of Indian rootedness — clean lines, warm palettes, and clarity at the core.
Standing Out with Honest Simplicity
Packaging was designed to stand out in a cluttered market of nameless jaggery jars. We built a system that feels honest, consistent, and premium, while staying approachable. Every pack signals clarity, credibility, and cultural relevance.
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