Sweet Karam Coffee - South Indian Snacks
A brand refresh that brought traditional South Indian snacks - made with love by Janaki Paati - to a larger audience.
Branding, Packaging, UI/UX
Sweet Karam Coffee is a South Indian brand rooted in tradition and inspired by the flavours of childhood. With a vision to bring back the joy of authentic, grandma-made snacks and sweets (and coffee!), the brand celebrates purity, nostalgia, and wholesome indulgence. Every product is crafted without preservatives, palm oil, or harmful additives, just the way our grandmothers made them.
The Challenge:
Despite its strong cultural roots and authentic offerings, Sweet Karam Coffee faced a crowded and competitive market. The challenge was to create a modern brand identity that highlighted its unique promise: traditional recipes crafted with love and care, free from harmful additives. The brand needed to stand out visually while still honouring its heritage and connecting deeply with its audience.
The Solution:
We developed a storytelling-driven, illustration-heavy identity to capture both modern appeal and cultural authenticity. At the heart of the brand was Janaki Paati, a warm and endearing grandma mascot who embodies the essence of Sweet Karam Coffee’s recipes.
Brand Mascot & Storytelling: Janaki Paati became the face of the brand, bringing to life the nostalgic story of recipes passed down with love.
Visual Identity: A vibrant coluor palette was chosen to ensure high visibility on store shelves, while still reflecting the richness of South Indian tradition.
Packaging Design: Distinctive packaging was crafted to highlight key USPs like “no preservatives” and “no palm oil,” making authenticity instantly clear to consumers.
Digital Presence: The website was rebranded to align with the new identity, and guidelines were put in place for content creation and social media, ensuring consistency across all touch-points.
The Result:
The refreshed brand identity transformed Sweet Karam Coffee’s market presence. The engaging storytelling and relatable mascot instantly resonated with audiences, fostering trust and emotional connection. The brand’s message of purity and tradition stood out clearly in the market, boosting both new and recurring sales many-fold.
