Celebratory Grace for a Brand of Many Flavours
A sweet and stubborn nostalgia for one’s grandmother’s rasmalai or the piquant tease of a specific chaat of a specific street. A meeting of the conventional and the contemporary.
Rusbury, the Bengaluru-based sweet and savouries brand, embodies all that and more.
And for us, brand designing and packaging for Rusbury has been one of the most fun experiences because we chose to say a lot by saying less.
THE ELEMENTS AND DERIVATION
NAAM – NAME
We understood their desire to fuse convention with contemporary and decided to pivot the brand identity on this insight. Starting with the name; ‘rusbury’, (as in‘rus’+‘bury’) reminds one of a bygone era while at the same time maintains a progressive appeal.
RUS
Rus means juice, representing the flavours from freshly made sweets.
BURY
From Old English burh-bury. A place name suffix indicating a fortified place. In this instance it is used to connote – place of flavours.
THE MOTIF
For the logo we created a motif derived from the Devanagari script to represent the brand symbolically.
R&B
Driven to make its appeal pan-consumer, we used its look-alike of the English letters R & B.
GRAPHIC USAGE
If the motif is used as a stand alone it is supported with the “Shirorekha” – the line used across the Devanagari texts
SHIROREKHA
The usage of the line is to connect the letters in cluster to makes the proper word.
DEVANAGARI
As Hindi is been written on the top with a lineage, It sometimes helps to de-classify the point of surface between the “Matras" i.e. sound of vowel and the “Words" .
GRAPHIC USAGE
These curvaceous renderings and the rounded san serif fonts make the visual language stimulating and fluid.
PATTERN
A simple pattern was
created using the motif.
INTEGRATING ILLUSTRATIONS
In India celebrations are synonymous with sweets. The illustration
was created for Rusbury to provide warmth to an otherwise clean and
minimal design language. It shows a scene of a typical, cosy family
gathering, celebrating an occasion. Sections of this illustration are
used across various touch points.
OMNES FONT FAMILY
Omnes Light
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Omnes Medium
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Omnes Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
THE COLOUR PALETTE
The dominating color is a pleasing
shade of red that helps with strong
visibility and recall.
C – 10 M – 95 Y – 80 K – 0
C – 0 M – 0 Y – 0 K – 100
C – 0 M – 0 Y – 0 K – 0
Pantone – 1795 C
Rusbury has already been turning heads in the Bengaluru foodie community and is on its way to become the go-to brand for sweets. The brand is projected to evolve and expand in the near future, largely due to strong brand recall and its commitment to taste.
Rusbury, in its celebratory brilliance, remains an enduring design experience for us.