first, a little context
The project
I built a brand narrative for Yogathiya, a Gujarati snack label. The story drew on heritage and craft. My focus was on keeping that cultural connection specific, instead of reaching for the same nostalgia every food brand uses.
Who I was writing for
People exploring Gujarati snacks and the heritage and craft behind the food.
where the words had to work
The writing challenge
The writing challenge was to make a culturally rooted food story feel like its own. Heritage needed to give the brand character without becoming a set of familiar food-brand clichés.
the thinking behind the sentences
How I approached it
I kept the narrative connected to Gujarati food heritage and the craft behind the snacks. That gave the story a clear centre, rather than relying on a general idea of tradition.
My voice priority was specificity. I wanted the writing to carry the cultural connection in a natural way, with enough restraint that nostalgia did not take over the brand's own story.
what I worked on
The scope
- Brand narrative
- Gujarati food heritage storytelling
- Craft-led brand messaging
Project tags
