India just got a new supermarket

Brand Naming Visual Identity



Vipul Chhajed from Pune, in search of his perfect brand name hunt, had approached an agency from Noida for their new online grocery platform. Without any luck with them, he somehow came to our company. The challenge was to have a name that does not follow the similar patterns of local supermarket names such as BigBasket, HealthyCart, Nature’s Basket, yet is simple to remember for the Indian masses.


After extensive research on sound symbolism, market insights, we gave them 1-Pinch. It was inspired by two thoughts, the first being the most common calculative amount of any food commodity (one pinch of salt).
And second where the pinch is regarded as a snap in the Indian culture giving us the thought “ab ek chutki mein”.


Making a distinct brand name for an online grocery platform

  • Date

    May 13, 2020

  • Skills


  • Client

    Vipul Chhajed

  • Skills:

    Sound Symbolism, Trademark Evaluation, Linguistics, Consumer Research

  • Trademark Class:


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