Nutty Gritties

E-Commerce Website Design

Background

BACKGROUND

DRB Foods was established in 2009 by the fifth generation of the Bhatia family, rooted in a dry fruit trading legacy dating back to 1887. Built on trust, family values, and an unwavering commitment to quality, DRB launched its first premium consumer brand, Nutty Gritties, aimed at young, health-conscious Indians.

With a touch of innovation and quirk, the brand expanded beyond nuts into a wider range of healthy, casual snacks. Nutty Gritties quickly gained traction across India through online and offline channels, but with limited deep-market penetration. Over time, its positioning became diluted—challenged by pricing pressures and an overly broad product portfolio that was hard to unify under one brand identity.

In 2016–17, Nutty Gritties underwent a strategic rebrand, realigning itself as a premium dry fruit label grounded in DRB’s 130-year heritage. To address diverse market demands beyond what NG could offer, DRB Foods re-emerged as the mother brand, evolving into a house of brands in the food and beverage space.

The Story

THE STORY

Nutty Gritties’ rebranding sought to position it as India’s most preferred premium dry fruit brand. With the website as its primary sales and communication channel, the goal was to create a platform that not only drives conversions but also builds an emotional connection with users—anchored in the brand’s promise of a healthy, active lifestyle.

As Design Consultant, my role was to translate the brand’s positioning into a user interface and visual identity that felt both aspirational and accessible. This required balancing emotional resonance with clear business objectives.

A well-defined brand identity became the foundation for the website’s visual direction. In close collaboration with brand consultants, engineers, and stakeholders, I worked on structuring content, developing the sitemap, creating wireframes, and delivering the final visual design. Given the tight timelines, we adopted a rapid, iterative design approach, ensuring alignment and quick feedback at every stage.

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