Naturals is ice cream of Mumbai. Little wonder, people often think of it as their own ice cream. To capitalize on this local love we decided to celebrate local culture. In Girgaum we recreated the original Girgaum Wadi (lane) within the outlet. The outlet almost felt like an outdoor space in the indoor. To achieve this we did perspective illustration and gave the walls the depth and feel of a real wadi. Localities loved the fact that the brand was celebrating their life and the outlet gained love for not just ice creams but the entire experience.
Art Direction, Branding, Packaging