JFC Casestudy

Visual Designer
3 Weeks
Figma, After Effects
Branding, Art Direction

The Story behind

Joshi food cargo is sub company of parent company Joshi sweets which was founded on 1941. They sell quality sweets and namkeen(spicy) foods. They started JFC to take the business on a global level.


Joshi Food cargo is a side company business of Joshi Sweets which does a lot of importing and exporting of goods such as homemade sweets all over the world. They´re quite famous in India due to their consistent food taste and quality.
My Role
As the sole designer, I was responsible for designing the Brand Experience by creating various concepts and utilizing those concepts throughout the brand. I had the opportunity to work with our supervisor Diego Marini, who guided us by giving valuable feedback. I constructed brand values, mission statement and also worked on the look and feel of the brand.
Over the six week timeline, we had four creative reviews where our supervisor gave me feedback and critiques on the entire project. I roughly had two weeks of total design time, then total of 3 weeks to apply the feedback and then finally last week was my final presentation.

Project Brief

What was asked?
To create a visual brand experience for Joshi Sweets and their child companies including Joshi Upahargruha and Joshi food cargo. To create a visual identity, brand values, mission statement and then tools for marketing.
The Challenge: To create brand rules and visual Identity for the whole company and to maintain consistency.


To gain information about existing experience
Joshi sweets was established in the 70´s and experience has been the same over given period of time. The reasearch was important to understand the main values the company holds and  also to understand the vision.
I categorized the company values in 3 sections
  • Quality Foods
  • Exquisite Taste
  • A certain set of methods and traditions


Competitive Analysis
I created an analysis of various companies in India who had a similar business and came up with various insights and useful summary. I divided them in two sections which were direct competitors and indirect competitors.

Brand book

Mission Statement
A brand mission statement clearly communicates a brand's purpose, objectives and how it plans to serve its audience. It is action-oriented and gives readers an idea of what your business does and what impact it wants to make. This statement may shift over time as the company grows and redefines its goals.

Brand Values
Brand values are a set of guiding principles that shape every aspect of your business. They're placed at the very core of your brand and are there to dictate your brand message, identity and personality.

Constructed a Vision Statement
Good vision statements have common components: It is written in the present, not future tense. They describe what we will feel, hear, think, say and do as if we had reached our vision now. ... It does not confuse vision with the business goal and objectives for a particular period of time.

Creative Platform

A simple tagline to attract our users
A tagline, also called a slogan or motto, is a phrase that accompanies your brand name to quickly translate your positioning and brand statements into a few memorable words that provide an indication of your brand offerings, promise, and market position.

Creative Platform

Constructed various Brand Personas
A brand persona is a collection of personality traits, attitudes and values that your brand showcases on a regular basis to help connect with a certain audience segment. A brand persona can be a person, character or idea.

Visual Identity

The ¨Flow Through concept¨
Keeping the tagline and mission statement in mind, I came up with this concept which helps explain, that the food that is being delivered or the all the products come from home and have the same quality and consistency.

Logo Design
Keeping these brand values in mind we curated a simple logo which is combination of Indian cultural hat, home and Indian food.

I decided to go with Kaoly font family, since it matches the different brand goals and the traditions of Joshi food cargo, keeping everything consistent.

Colour Theory

Primary brand colours
I decided to keep the primary brand colour as maroon since maroon gives a more Indian traditional feel to the whole brand and then secondary colour is a light beige which adds tranquility to the brand.


A Brand that represents it´s culture and tradition.
Using the flow through concept, the content was flown through to make it look unique to our customers and then the accent colours help give a specific visual identity to each and every product and thereby maintaining consistency.

Take away

Learn from Luxury
Image is everything, so it is no surprise that a company’s brand needs to be seen as “exclusive and unique,” and exceed customer expectations. In other words, find a way to make your customer feel special.
Make the Brand Key
With this element, a company just needs to ask themselves one question: when deciding between their brand or another company’s brand, which will the customer choose? The answer is simple. The customer must be your brand. Every. Single. Time.
Be Useful, and Positive
To gain a customer’s attention, a company must first and foremost provide a product or service that fulfills a desire or solves a problem — essentially leaving some type of impact (positive improvement) on the world. Most importantly, the company must perform and provide all activities on a daily basis in order to ensure the brand is “intertwined” in the customer’s life.
Next Project
User Experience