Hilans: Himalayan food brand by BigBrandTheory

A hillside kitchen that had to hold its own on a city shelf.

TypeBrand & packaging
MomentIgnite
CategoryFood, Himalayan produce
ScopeStore to shelf
ClientHilans

Hilans is a Himalayan food brand covering jam, pickle, rice and store.

Disciplines
  • Identity
  • Packaging family
  • Retail
  • Film
  • Brand book
  • Store
Hilans storefront signage featuring the white logo and “Soul of Uttarakhand” tagline on a deep green facade.
Newspaper coverage of Hilans and its role in bringing Uttarakhand’s local produce to national markets.
Three women holding Hilans food jars with colourful labels outside a shop.
Hilans packaging range featuring amaranth flour, mixed pickle, kiwi jam, lemon squash and Timur spice.
The idea
The hill, on a weekday shelf  · 
Woman carrying a woven basket and harvesting red and green berries, featured in Hilans brand imagery.
Hilans mixed pickle jar with a burgundy label and gold lid, displayed beside vegetables and green chillies.
Hilans Lingad, mixed and chilly pickle jars arranged in a woven basket with garlic and green chillies.
Orange Hilans hang tag featuring the brand symbol, wordmark and “Soul of Uttarakhand” tagline.
Hilans brand symbol embroidered in white on a taupe kurta.
Hilans kiwi jam jar with a green label and gold lid, displayed beside sliced kiwi on a wooden tray.
Hilans apple jam jar with a red label and gold lid, displayed beside apple slices and a spoonful of jam.
Person spreading mango jam on toast beside a Hilans mango jam jar with a yellow label.
Hilans Brand Granth guidelines book cover featuring the logo and a watercolour mountain landscape.
Open Hilans Brand Granth showing logo applications and brand identity guidelines beside the book cover.
Hilans Brand Granth spread featuring rural photography and the brand colour palette.
Green Hilans red rice pack with a wooden-bowl illustration, displayed on textured jute fabric.
Hilans amaranth flour pouch in bright green, displayed on a flour-dusted kitchen worktop.
Hilans Kala Jeera, Jakhiya and Timur spice pouches in green, yellow and red, arranged with loose spices.
Hilans ecommerce homepage displayed on a desktop monitor, featuring wooden spoons filled with grains and pulses.
(05) What changed

A hillside brand that can travel.

A pack familyoutcome.
A store that matches the jaroutcome.
A book the printer can followoutcome.
Hilans lemon squash bottle with an orange label and green cap, displayed beside whole and sliced lemons.
Hand squeezing a lemon into a glass jug of golden drink with citrus slices.
Hilans squash bottles with red and yellow labels in a woven basket with citrus slices and pink flowers.
Hilans brand workshop with participants discussing a projected slide titled “Hilans Attributes (Team inputs)”.

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