BRANDING | PACKAGING | WEBDESIGN | SOCIAL MEDIA
2020

True Frog

True Frog is an Indian brand with a growing range of personal care products that are vegan, safe, and effective, made from ethically sourced ingredients and carefully processed extracts.

The brand development began at the start of 2020 in collaboration with the Bangalore-based advertising agency, Phantom Ideas. Over the course of nine months, we developed the brand from scratch—covering positioning, naming, and building the visual identity across their website and social media platforms. We also designed the packaging for the first set of five products, which True Frog launched in November 2020. My role as art director and graphic designer was holistic, participating in every aspect of the development process. Working on True Frog was one of my favorite projects, and I had a lot of fun with it.

Below is a selection of the various elements developed for True Frog.

CREDITS:
Creative Directon:
Karthika Kothandaraman
Copy:
Karthika Kothandaraman, Robert Anthoney
Art Direction, Graphic Design:
Eszter Drienyovszki
Frog Illustration:
Pradeep Kumar
Junior Art Director:
Sooraj KM, Srinath Sl
Product Photgraphy:
Mallik Arjun
Production:
Yusuf Padghawala

#01

Identity Development

We chose a frog as the leading element of the logo. True Frog is a straight-talking, fun, and charming character who debunks the false promises and lofty claims common in the beauty industry. We created a mascot that is lovable, relatable, and memorable. In an industry where consumer trust can be fragile, True Frog embodies honesty and candor, delivered with endearing straightforwardness. The brand world is driven by simplicity, transparency, and authenticity—without ever being dull, self-righteous, or boring.

#02

Packaging

True Frog launched with three different shampoos, an everyday hair conditioner, and a deep conditioning hair mask. I kept the packaging clean and straightforward, putting the focus on our mascot. Since the containers for four products were identical, I used distinct colors to differentiate each product, and applied these colors consistently across all communication materials.

#03

Website

As part of the branding exercise, we developed the initial version of the True Frog website. The goal was to create a platform that is easy to navigate, informative, and functions as a fully operational e-commerce webshop.

truefrog.in

#04

Social Media

As the final step of the branding process, I developed the look and feel of True Frog’s curated social media platforms and created visuals for the first three months of ads, posts, and stories. We followed a structured pattern of content “buckets” to introduce the brand’s values while keeping everything playful, funky, and lovable.

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