Bellytimber is a new-to-market, plant-based atta mix brand built to rethink everyday Indian cooking. Operating in a category that’s rarely talked about, the brand set out to make daily meals more flavourful, colourful, and nutritionally rewarding - without adding complexity to the kitchen.
The challenge was to disrupt familiar Indian kitchen narratives while staying rooted in tradition. Bellytimber needed to feel fresh and modern, yet instantly relatable to a wide audience across age groups. As a new concept, the brand also had to clearly communicate its purpose and stand out in a crowded FMCG space.
We built the brand around the idea of being full—full of flavour, freshness, energy, excitement, and individuality. The design system celebrated the joy of food and discovery. Packaging was designed to mirror what’s inside the jar: simple, high-quality, and imaginative. Hand-drawn illustrations were paired with clean, modern layouts to balance warmth with a premium feel.
Bellytimber launched with a distinct, energetic brand voice that felt encouraging and joyful. The packaging and visual system helped the brand stand out on shelves while clearly communicating quality and intent. The result was a fresh, confident identity that invites people to enjoy cooking again - making everyday Indian meals tastier, brighter, and better for you.
