BackBay

The Approach

Art on a Carton.

Tetra packs carry stubborn associations — blue reads as dairy, white reads as milk, anything else reads as juice. The format was fixed. The design had to change what a carton could mean.

Two decisions did it. The AQUA typography was built to carry the front of pack on its own — bold, stacked, expressive enough to hold its ground on a convenience store shelf. The Himalayan mountain illustration was treated with the same weight: sharp strokes, cold colour, rendered like it belonged there. Together, they turned the format from a liability into the brand's strongest visual asset.

The wordmark uses Gotham — barely touched. Just the A's. That single edit reads like a wave passing under the letters. Understated enough that you feel it before you notice it.

The Launch Film

The carton as a frame.

The launch film made the format the concept. The carton outline became a frame — anything held inside it burst into colour and life. That's the brand in one image: BackBay as a filter that transforms the ordinary. The stop-motion, frame-by-frame execution was painstakingly constructed, intentionally so.

Since Launch

The design had to hold a serious ambition. I think it does.

BackBay launched August 2025: Nature's Basket, Blinkit, Swiggy, Zepto, PVR cinemas nationwide. The brand's first collaboration was as official hydration partner for Gaurav Gupta's bridal couture show Quantum Entanglement. Since: NBA India, Blackboxing, Fast and Up, Looks Salon, Palette by Signature Estates.

The founders have publicly committed to a ₹100 crore revenue target. Bhumi and Samiksha took social and PR inhouse early. The brand is better for it. The photography, the lifestyle positioning, the collaborations they're pursuing: the identity we built is holding all of it without cracking. That's how I see it, anyway.