kiru, is a sub brand of orgtree. Orgtree has two customers
One is obvious, the paying customer, the ones who buy our boxes and buy them again. The ones who want to lead a healthier life than previously possible and the ones who like the idea of living and eating sustainably. Kiru caters to them.
But we also have another customer. The not so obvious one.
The farmers. The ones from our hometown, the ones who farm around our factory. The ones who grow millets that we buy and make into our delicious snacks. Because if they don’t buy into the idea of growing millets, we will fail.
OrgTree is the big picture company. It looks at health, at sustainability of agriculture, of production, distribution and consumption.
Kiru, makes millet snacks. Kiru focuses on making the tastiest snack it could be.
Kiru is the root word for millet in Kannada. It literally means: to little.
We scaled to traditional forms of distribution of information, the intended audience wasn’t as internet savvy as the new age buyers were. We wanted to tap into the true middle class of india, the ones that save small each month, keep their savings in low risk investments instead of the high risk high rewards portfolios. All our material went analog first, with the whole process broken down into very clear, understandable bits, with our personnel walking them through each step of the way.
Kiru was meant to be a local brand. Its “local” lend to the idea of designing a multi lingual brand. We hoped that kiru becomes a model for building products that enable farmers and their families to become the centre of the supply chain. We also wanted the brand to invoke a sense of ownership with the farmers who it serves at the centre of.
Each time we did any engagement with the farming community, it seemed like they understood but did not relate. Making some of the material in kannada helped. We needed something they felt like they belonged to it, and thus the idea of doing a language scalable brand came about. English was also going to be a part of it, but we wanted to design a truly indian identity without repeating all that had become cliche’. And what better way to do that than with languages.
The design process