Shaping the character of A brand with roots spanning over oceans, family & culture.
Ghlee was started as a deeply personal project by sister and brother Arati & Varun Sharma. Having grown up with their family’s go-to remedies for day-to-day ailments like chapped lips and dry skin, their skin was always well tended to. When they grew up, they wanted to share their South Asian heritage traditions while adapting it for the next generation and others and we were honoured to help.
Over the course of several brand workshops, Renga uncovered Varun & Arati’s family history of ghee making, the unique benefits of ghee and South Asian healing philosophies and why it’s so important to the two of them. We took all this in and channeled into into a specific exercise; the brand persona. We developed ‘Rhea’, her backstory and imbued her with all the character Arati & Varun spoke of so fondly. This allowed them to gain some perspective and allow Ghlee to become an entity of itself. In many meetings after her conception, the question of ‘What Would Rhea Do?” was invoked, and it made decision clear.
With guidance from Arati and Varun, we ensured South Asian culture was steeped in every as aspect while focused through a contemporary lens. The stylized ‘G’ was created looking closely at traditional calligraphy and a nod to architectural motifs frame pictures of this generation and the ones that came before. We wanted everything to look and feel like ghee, as if seeing Ghlee would fill you with an overwhelming scent and a warm touch that soothes the soul and brightens the spirit.
We provided an extensive guide that Arati & Varun are able to use as roadmap while the brand continues in its product mapping, content development and communications, ensuring that Ghlee brings joy to all.