Our challenge at Scion was to conceptualize a brand that could compete with two large
established national brands and that the new Indian consumer could relate to.
During the design process, I realized the traditional persona of Parag’s Gowardhan brand
limited it from being contemporary and having a global presence. This triggered the birth
of GO, taken from the first two letters of Gowardhan, a brand name which is
contemporary and that the new Indian consumer who is exposed to world cuisine can
relate to. Coincidentally, GO also sounds like “gau” which means cow in Hindi and ties in
with the Gowardhan motto of “pure cow’s milk”.
The design direction for GO is a simple and strong brand identity that unifies an
extensive range of innovative dairy products and can also compete as a global brand.