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Halka Hara

Brand Design & Strategy, Visual Identity

"A tasty rehabilitation for former non-vegetarians."

Tools

Adobe Photoshop

Adobe Illustrator

Clip Studio Paint

Figjam

Methods

User Research

Market Analysis

Competitor Analysis

Brand Positioning

Graphic Design

Overview

"Halka Hara" is a vegan alternative snack brand designed for the aspiring vegan in India.

The initial brief I was provided was simple- create a line of plant-based, eco-friendly, ready-to-eat meals.

The discovered gap was a lack of vegan alternatives (vegan food that imitates meaty food) in the Indian food industry. There were also few brands that provided healthy snacks with an economic price range.

I conceptualized a brand concept that would fill what's missing in the market.

Approach

My research started with a deep-dive of ongoing trends in four industry niches: FMCGs, Plant-based products, Eco Friendly products, and Ready-to-Eat products.

I took into consideration these ongoing recent trends, along with the target audience that they affect. I was able to analyze the discovered target audience further, creating several personas and potential scenarios.

Moving forward, I looked into the budding competitors in my niche(s) of interest, understanding their respective strengths and weaknesses. From there, I was able to identify gaps and promising positionings.

FINAL BRAND

Mission, Vision, Purpose

MISSION
Develop delicious, plant-based snacks with sustainably sourced ingredients.
Use recyclable or compostable packaging and implement waste-reducing production processes.
Promote veganism through targeted campaigns and community events, building a loyal customer base that values taste, health, and sustainability.

VISION
By offering ready-to-eat vegan snacks that are comforting and delicious, catering to busy aspiring vegans and flexitarians looking for quick, tasty bites.
A focus on wholesome, plant-based ingredients, providing alternatives that meet the dietary needs of health-conscious consumers.
Eco-friendly packaging and sustainable sourcing, for environmentally conscious individuals who prioritize green and ethical consumption.

PURPOSE
To be the leading brand that makes veganism accessible, enjoyable, and sustainable, breaking down the stigma of veganism and inspiring a healthier, more eco-conscious lifestyle for all.

MISSION
Develop delicious, plant-based snacks with sustainably sourced ingredients

Use recyclable or compostable packaging and implement waste-reducing production processes.

Promote veganism through targeted campaigns and community events, building a loyal customer base that values taste, health, and sustainability.

VISION
By offering ready-to-eat vegan snacks that are exotic and delicious, caters to busy aspiring vegans and flexitarians looking for quick, tasty bites.

Focus on wholesome, plant-based ingredients, providing alternatives that meet the dietary needs of health-conscious consumers.

Eco-friendly packaging and sustainable sourcing, for environmentally conscious individuals who prioritize green and ethical consumption.

PURPOSE
To be the leading brand that makes veganism accessible, enjoyable, and sustainable, breaking down the stigma of veganism and inspiring a healthier, more eco-conscious lifestyle for all.

Brand Approach

BRAND STORY
"Imagine you’re an aspiring vegan. Doesn’t matter what the reason is- whether it’s because of a diet, an eco-conscious effort, or because dairy makes your stomach queasy.
You’re intimidated by the change. You may be missing the taste of meat.
Halka Hara makes that transition not only easy, but fun! It’ll scratch that meaty itch during your snack breaks, while being light on the wallet. What’s more, you’ll be helping mother earth by buying our eco-friendly packaging."

BRAND PERSONALITY
We add a playful, cheeky twist to our brand tone! These snacks are a little indulgent, perfect for when you want to break the rules and enjoy yourself. The best friend for those lazy days, we're here to make your TV time even better, immersed in the joy of lounging and binge-watching. These are the snacks perfect for chilling out, like when you're wrapped up in a blanket or relaxing at home. Think warm, comforting vibes.

TARGET CONSUMER

Aspiring vegans, eco-conscious consumers, flexitarians, and those with dietary restrictions.

TARGET CONSUMER

Aspiring vegans, eco-conscious consumers, flexitarians, and those with dietary restrictions.

TARGET CONSUMER

Aspiring vegans, eco-conscious consumers, flexitarians, and those with dietary restrictions.

Findings

The Indian market lacks accessible and affordable vegan alternatives that imitate meaty flavors.

While plant-based products are on the rise, they often fall into the premium pricing range. Eco-friendly options also remain limited, particularly in the ready-to-eat (RTE) segment.

FMCGs are adapting to health-conscious trends, but few brands balance long shelf life with minimally processed ingredients.

Most existing plant-based RTE products cater to niche audiences with high price points and corporate branding, leaving a gap for affordable, snack-sized, and sustainable options with modern branding.

Learnings

Consumers seek quick, healthy, and sustainable meal solutions that don’t compromise on taste or affordability.

The demand for plant-based, eco-friendly products is growing but remains underserved in the RTE category. Most available options either have a long shelf life but are highly processed or are minimally processed but short-lived.

There is an opportunity for a visually appealing brand that aligns with modern consumer preferences. Recyclable packaging is a rising expectation but is not yet widely available at an affordable price point.

FULL RESEARCH PROCESS

This figjam file documents my entire research process from problem identification to outcome ideation.

Logo concept and ideation.

Competitor analysis table, diving deep into 10 brands in total.

Finalised moodboard for the brand approach and mood.

Key Insights

Vegan alternatives in India are limited, particularly in snackable, affordable formats.

Balancing shelf life and minimal processing is a key challenge in plant-based RTE products.
Eco-conscious consumers are willing to pay more but still seek affordability in daily-use items.
Modern, corporate branding is missing in the plant-based snack sector, creating a market gap.
Sustainable packaging solutions remain underdeveloped, especially for economic pricing.

Final Takeaway

For Halka Hara to succeed, it must address the need for accessible, snack-sized vegan alternatives that balance health, taste, and affordability.
Longer shelf life with minimal processing should be a focus, along with sustainable packaging.
Its modern, eye-catching brand identity will set it apart from traditional plant-based brands. Positioning as a convenient, ready-to-eat solution that appeals to aspiring vegans and health-conscious consumers will drive market adoption.

For Halka Hara to succeed, it must address the need for accessible, snack-sized vegan alternatives that balance health, taste, and affordability.

Longer shelf life with minimal processing should be a focus, along with sustainable packaging.

Its modern, eye-catching brand identity will set it apart from traditional plant-based brands. Positioning as a convenient, ready-to-eat solution that appeals to aspiring vegans and health-conscious consumers will drive market adoption.