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Saksham Tandon

Ownly

07Branding & packagingSocial

Discipline
Branding & identity, Packaging & product, Campaign & social
Role
Brand guidelines and packaging
Agency
YAAP
An Ownly billboard against a pink sky: Nom Nom Bengaluru. Order now. No extra charges, no packaging fees

Ownly’s promise is in its name: you ownly pay for food and delivery. No extra charges, no packaging fees, no inflated prices. In a category people know for hidden charges and sneaky T&Cs, that’s a promise worth shouting, and this visual overhaul, made at YAAP, set out to make it heard.

The deck opens on how the brand had to feel: poppy, fresh, confident, modern and friendly. Honesty shouldn’t read like a discount. It should feel like a treat, as joyful and craveable as the food.

So Ownly’s pink stays at the heart, now in a family of fruit-bright colours, with oversized friendly type, a hand-lettered script for the one word that matters, and soft shapes cut from the logo itself. Price lines become feelings: Kill fake bills. Honesty tastes damn good.

Then the system goes out into the world: social posts, the app’s login, a billboard for Bengaluru, and a pyramid box that celebrates your freedom from hidden charges and tears open for a surprise.

Character

The deck opens on five words: the brand had to be poppy, fresh, confident, modern and friendly. Every choice after that is held up against them.

We need the brand to be

Poppy Fresh

Confident

Modern Friendly

Colour

Ownly’s pink is the brand’s equity, so it leads. Electric Rose, Bubblegum and Buttercream fill 60 to 100% of any layout. Limeade, Tangerine and Limoncello bring the pop at 20 to 60%, and Blueberry and Velvet Cherry add punch, up to 20%. Three gradients stay within the pinks, and each colour has partners it’s allowed to sit on.

Primary60–100%

  • Electric Rose#EC176C
  • Buttercream#F7ECDF
  • Bubblegum#FF4284

Secondary20–60%

  • Limeade#C7F464
  • Tangerine#FF684A
  • Limoncello#FFE33E

TertiaryUp to 20%

  • Blueberry#006EE5
  • Velvet Cherry#A4104B
Linear −50°
Buttercream, Bubblegum, Electric Rose
Linear −30°
Bubblegum, Electric Rose, Velvet Cherry
Radial
Bubblegum, Electric Rose, Velvet Cherry
The contrast setting: each colour and the ones it may sit on.

Type

Figtree, a geometric sans that grows friendlier as it gets heavier, sets the headlines in Black and the body in its lighter weights. Bogart, a serif with the goopy warmth of 1960s and 70s rub-on lettering, is the second voice. Two scripts, Quarts Pachino and Mairo, are kept for the one word worth saying out loud.

FigtreePrimary, in Black for headlines
Google Fonts
BogartSecondary, in SemiBold
Adobe Fonts
Quarts PachinoScript, a bold marker
Envato Elements
MairoScript, casual and hand-drawn
Envato Elements
OWNLY pay FOR FOOD + DELIVERY, with pay in a pink script. No extra charges. No packaging fees. Now in Bengaluru. Order now!
Sans and scriptFigtree Bold in capitals, Quarts Pachino on the focus word, Figtree Light for the body
Ownly pay for Food + Delivery in a serif, pay in a pink script, over the same body lines
Serif and scriptBogart, bolder, with Quarts Pachino on the focus word, Figtree Light for the body
Ownly pay for Food + Delivery in a sans, pay in a pink serif, over the same body lines
Sans and serifFigtree SemiBold, with Bogart on the focus word, Figtree Light for the body

Shape

The shapes come from the logo itself. Its strokes and counters turn into soft, flowing forms, and the spaces between them into patterns, so even a background feels friendly.

The Ownly logo’s parts, the hand, the n and the o, each simplified step by step into soft single shapesFive tiles of pink shapes on velvet cherry: a dot, a star, a flower, waves and a swirl, cut from the logo’s negative spaces

Layout

Bold colour blocks, oversized friendly type and hero food, in clean, high-energy layouts that make food feel joyful and craveable. Each creative turns a pricing promise into a line you can feel.

Kill fake bills: a knife through a burger, No extra charges. No packaging fees. Order now, now in Bengaluru
Guilty pleasures, guilt-free prices: two hands pulling apart a pepperoni pizza on a velvet cherry curtain
Honesty tastes damn good, over a bowl of dahi vada: No inflated prices
A hand holding up a slice of pizza on red, its pepperoni cut into a rupee sign, the cheese stretching
A hand holding a phone with Ownly’s login: No gimmicks. Just good food

Packaging

The box turns the promise into a party. A pink pyramid celebrates your freedom from inflated prices, sus discounts, sneaky T&Cs and hidden charges. Tear it for a surprise: a cupcake sits on a base that reads Ownly pay for food + delivery, and the lid becomes a party hat.

A woman laughing, wearing the pink Ownly pyramid box as a party hat
The pink pyramid box in the air: Celebrating your freedom from, over stickers for inflated prices and hidden charges
The closed pyramid box on its cream base, with a perforated band: Tear for a surprise
A pink cupcake on the box’s cream base, which reads Ownly pay for food + delivery

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