Constraints
The brand needed to feel relevant to a newer premium audience without erasing the familiarity and cultural roots that made the product recognisable.
Food and culture / Project work
Prakobjit
How can a traditional food brand reach a new audience while keeping its roots?
The context
The starting point.
Prakobjit is a traditional fermented food brand. My contribution focused on its visual presentation and content for a premium urban audience. The question was how to make the product feel contemporary while keeping its cultural character recognisable.
What I noticed
The heritage was not the problem to solve. It was part of the product’s value.
The decision
Modernise the presentation rather than remove the traditional cues.
Why
Keeping familiar cultural cues preserved recognition, while the updated presentation gave those cues room to speak to a newer premium audience.
The work
What I developed.
A visual repositioning direction and supporting content system.
See the visual portfolioSelected artwork
The work in view.
Select an image for a closer look.
Published in context
Where the work appeared.
Selected Prakobjit visuals as published on the brand's Facebook page.
Looking back
My definition of the problem has become larger.
I would make the brand’s heritage do more of the communication work. Rather than only making tradition look contemporary, I would build content around the people, ingredients, rituals, places, and reasons the food became part of a culture in the first place. The roots are not something to modernise away. They are material for the story.
Current communication direction
Move from making tradition look relevant to making the tradition itself the reason people care. Origin, ingredients, makers, serving rituals, regional differences, preparation, and cultural context would become brand material rather than decoration.