Third Harvest: key visual
The brief we wrote
Third Harvest: the problem.
Third Harvest is a fictional snack brand from Nashik making puffs and crisps from jowar, ragi and bajra. It built a loyal following online in smaller cities and is about to enter metro retail and quick commerce.
On the metro shelf, it sits between dozens of “healthy” packs that all look alike: green, leafy and covered in claims. The brief was to stand out without shouting about health.
What the category does
- Green packs, leaf illustrations and “guilt-free” written somewhere on the front.
- Millets sold as medicine: superfood, gluten-free, diabetic-friendly.
- Health claims that invite scrutiny, in a category where ASCI already finds many ads misleading.
The insight
People already love millets. They just don’t call it health food.
In most Indian kitchens, jowar and bajra aren’t superfoods. They are bhakri, thalipeeth and a grandmother’s recipes. The brand doesn’t need to convince anyone millets are good for them. It needs to make them taste like something you’d fight over.
Three routes, one chosen
Three directions for Third Harvest, one chosen.
Route A
Nature’s ancient superfood.
Superfood
Exactly what every competitor says, and it relies on claims we’d rather not make.
Parked
Route B
Just like Aaji made.
Grandma’s kitchen
Warm, and kept for the origin stories, but too soft to win a shelf.
Parked
Route C
Old grains. No sermon.
Flavour first
Loud, confident and honest. Flavour leads, and the grain is the proof.
Chosen
01 · Identity
Third Harvest: a brand that looks like itself.
A condensed poster typeface borrowed from market signage, and a palette taken straight from the spice box: turmeric, chilli, millet brown and husk. A stamp-dot pattern, taken from grain sacks, runs across every pack.
- Wordmark and pack headlines set in Anton
- Turmeric, chilli, millet and husk. No green, anywhere
- Stamp-dot pattern from grain sacks
Third Harvest: wordmark, colour palette and typography
02 · Website
The Third Harvest website, built around the idea.
The site sells flavour and recipes first. Nutrition facts are complete and easy to find, but they support the story rather than lead it.
- Flavour-led product pages
- Recipes using every pack
- Clear, complete nutrition information without front-of-pack claims
- A store locator for new metro retailers
Third Harvest: website homepage concept
03 · Mobile
Third Harvest on mobile, where most customers meet it.
On quick-commerce apps a pack is a 200-pixel tile. The system is designed to be recognised at that size: colour block, one flavour word, one grain.
Third Harvest: three mobile screens
04 · In the world
Third Harvest, away from the screen.
Four flavours, four colours, one loud system: pouches on the shelf, a shelf strip for retail launches and social posts built from recipes.
Third Harvest: brand applications
How we’d know it worked
The numbers we’d agree for Third Harvest on day one.
This is a concept, so there are no results to report. These are the measures we’d set with a real client before starting, and review every cycle.
01
Repeat purchase rate
Whether the second pack follows the first.
02
Rate of sale in new metro stores
Whether the pack wins on a crowded shelf.
03
Search rank for millet snacks on quick-commerce apps
Being found where metro shoppers actually buy.
Why a concept?
Why Third Harvest is a concept, and says so.
Third Harvest doesn’t exist. We wrote this brief ourselves and took it through the same process we’d use with a client: research, a real insight, routes we could defend and the decisions that follow. Names, prices, people and places in the visuals are illustrative. Client work will appear here when clients say it can.
The services behind it
Have a real brief like Third Harvest’s?
Start with a 45-minute Growth Audit. Bring the problem; we’ll bring the questions.