ADF Soul

Requirement

The brand, having both B2B & D2C segments, approached us to revamp their D2C brand to make it more distinct and be customer-facing— moving away from the more corporate (B2B) branding they’d been using.

Tagline + Positioning

Our journey with ADF Soul began with a simple insight: good food should taste amazing and feel good to eat. Through consumer research and market analysis, we identified a unique space between overly processed convenience foods and indulgent traditional options. ADF Soul was positioned as the perfect middle ground; where taste, quality, and mindful eating come together.

…a positioning statement that’s true to the brand’s promise– it’s better for you.

From this, we took a creative leap to craft a tagline that would feel both instinctive and ownable, distilling the brand’s philosophy into a simple yet powerful phrase:

“Made Better, Tastes Better."

A line that’s more than just a tagline—it’s ADF Soul’s promise.

Visual Identity & Packaging

The brand identity struck a balance between elegance and vibrancy, mirroring ADF Soul’s sophisticated yet approachable ethos. The visual language incorporated vibrant yet muted illustrations to add personality. The typeface was a refined serif type to add to the premium feel & sincerity of the brand. The colour palette chosen was earthy & neutral, evoking authenticity and warmth.

The identity was thoughtfully extended into packaging labels with custom illustrations across ADF Soul’s diverse product categories (including chutneys, dips, parathas, samosas, and even gift packs) creating a distinct, recognizable design system. Each flavor was given its own unique, evocative illustration, blending pops of color with a modern yet familiar aesthetic. The packaging balanced sophistication with warmth, using neutral & earthy tones, serif typography, and clean, contemporary layouts to emphasize the brand’s commitment to quality, honesty, and better ingredients. And with many more products on the horizon, this identity has been built to grow alongside the brand, ensuring every new launch feels unmistakably ADF Soul.

The result? A brand with soul that stands out on the shelf.

Collaterals

Beyond packaging, the brand’s identity was extended across: marketing materials like brochures and brand presentations, retail displays that highlight the “better-for-you" promise, and product labels that clearly communicate health benefits and premium quality.

Shopify Website

We developed a sleek Shopify website, keeping the interface intuitive while ensuring the brand’s personality and voice were front and center. The site allows users to explore, shop, and discover how ADF Soul is changing the game in ready-to-eat foods.

Conclusion

With the new identity and packaging now rolling out, ADF Soul has hit the shelves and quick-commerce platforms. The refreshed look ensures the brand stands out while staying true to its cause—making it easier than ever to enjoy premium, guilt-free indulgence at your convenience.