Awaki. Building India’s 'conscious energy' drink brand from the ground up.

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Awaki was built from the ground up, so every touchpoint needed to feel like part of the same story. From the name and visual identity to packaging, physical spaces, digital presence, and launch communication, we created a brand system that could grow consistently across different formats.

OUR SERVICES

Brand Strategy
Brand Identity Design
Naming
Packaging & Collateral Design
Spatial Experience Design
Go-to-Market Narrative

D2C Functional Beverages (F&B)

Early-Stage D2C

“Coming from a legacy family business, building a new-age brand like Awaki was completely new territory for me. Become took complete ownership of the journey from the name and brand to the space, packaging, website, and launch strategy. Their ability to take ownership and think like partners made all the difference.”

Pranav Praburam

Founder & CEO, Awaki

A brand identity built to capture attention but not overstimulate.

Poster concepts for a publicity campaign for the brand.

Unique problems
to solve

Introducing an Unfamiliar Category

Matcha remains a niche product in India, often perceived as expensive or overly traditional.

Competing Against Coffee Culture

Coffee dominates urban productivity rituals.Awaki needed to position matcha not as an alternative drink — but as a smarter form of energy.

Building a Brand From Scratch

With no existing brand identity, Awaki required a complete brand system capable of scaling across:

D2C Products
Cafés and Physical Spaces
Digital Storytelling
Community Experiences

Solutions we delivered

From Chennai to Malaysia: Fact-finding Mission for Awaki's Space & Experience Design

✈️

The Become team traveled to Malaysia to observe and learn from the top matcha outlets in the country.

The team visited Niko Neko and learnt about matcha culture from the staff and visitors.

We helped introduce the brand to a young audience through appearances at events where the entire experience was curated by Team Become

Awaki: A Name That Signals Natural Energy

🍵

We went through 12 options to arrive at the name Awaki. Each held immense potential but Awaki is what felt most apt.

We conducted through research into the beverages space to understand where to position a nascent matcha brand

Each name was scored on 8 key parameters by focus groups to ensure ease of pronunciation and scalability among other factors

Initially the concept is presented to the client with no colour or visuals, just to understand the potential of the name

Imperfect, organic, hand-done typography chosen to emphasize individuality, care, & raw authenticity.

Crack of Dawn: A Visual Identity of Quiet Awakening

🌅

Inspired by the Japanese philosophy of Kintsugi, this concept believes that healing is not the return to what was, but the emergence of something more radiant.