Rhythm is a natural mineral water brand sourced from Giri Ganga. Food Buddies played a key role in introducing this brand to the market through expert Food branding, marketing, and a successful product launch.
Summary
Ms. Rajathi Kalimuthan, driven by personal health concerns linked to dehydration, began a global journey to understand and study water more deeply.
After becoming a certified water sommelier in Germany, she dedicated four years to researching the purest sources, traveling across 11 countries, consulting with 21 specialists, and ultimately discovering pristine natural water from Giri Ganga in the Himalayas. This discovery led to the creation of Rhythm, a premium natural water brand.
Seeking a reliable partner for the brand’s launch, Ms. Rajathi approached Food Buddies through a referral. She was immediately impressed by Shumitha Periyasamy’s clarity of vision and Food Buddies’ strategic approach to branding, marketing, and product positioning.
The collaboration built strong mutual trust and resulted in a successful launch that earned the brand notable market recognition.
This case study highlights the power of a strategic partnership in transforming a vision into a market-ready product, showcasing how Food Buddies helped Rhythm achieve its dream launch.
About
Rhythm was launched by Marvelle Healthcare, one of the best healthcare companies in Bangalore. Rajathi Kalimuthan, the CEO of Marvelle Health Care Private Limited is the owner of “Rhythm.” She is a Water Sommelier, who owns this premium natural mineral water brand.
Challenges: Food Branding, Marketing, and Product Launch
- Rhythm, a natural mineral water brand by Rajathi Kalimuthan, faced several challenges in its journey to market entry.
- While the product was created, the brand identity was undeveloped. The product needed a compelling brand name and a cohesive identity that could resonate with consumers and stand out in a saturated market dominated by well-reputed brands.
- Competing against established brands in the mineral water industry presented a significant challenge. The brand needed a strong value proposition and innovative food branding, marketing, and launch strategies to carve out a space for itself and gain consumer trust.
The Solutions
- Creative Food Branding
- Go-to-marketing strategy
- Efficient Product Launch
Creative Food Branding
From naming the product to designing the website, Food Buddies covered every aspect of Rhythm.
Brand name
The name Rhythm reflects an intuitive vision by Shumitha Periyasamy, capturing the essence of water’s natural harmony. Representing the rhythmic beat of water sourced from the pristine Giri Ganga of the Himalayas. It resonates seamlessly with the theme of Rhythm, symbolizing the Rhythm of Water, Rhythm of Purpose, and Rhythm of Celebration, making it a perfect fit for a natural mineral water brand for every occasion.
Brand Logo
The logo draws inspiration from the rhythmic vitality of water, mirroring life’s natural motions and the human heartbeat. The earthy brown symbolizes the purity of water’s natural filtration, while the golden wave represents the majestic Himalayan mountains—Rhythm’s source.
The design thoughtfully integrates the concept of elevation, with the wave evoking the breathtaking journey of water from high altitudes. The curved “m” in the logo captures the unrestricted flow of water, embodying grace and fluidity. Food Buddies ensured every detail reflected the brand’s core identity, merging artistic vision with strategic branding.
Brand Tagline
The taglines “Natural Mineral Water” and “Purity of Himalayas” were strategically crafted to highlight the brand’s origin and essence. Food Buddies emphasized the pristine source of Rhythm and the majestic Himalayas, through these taglines, creating a direct connection to its natural purity and authenticity.
Food Packaging design
Food Buddies conceptualized a sleek and purposeful packaging design for Rhythm that aligns with its brand ethos.
The standard water bottle has soft blue gradient at the body and top subtly with carefully designed brand name and logo, portrays the serene and pristine nature of Himalayan waters, reinforcing trust and authenticity.
The sparkling water has purple color at the top and body, portrays creativity.
We made sure that the design is elegant and ensures consumer appeal, making the brand a standout on retail shelves.
Food Product Marketing
To ensure the successful market reach of Rhythm, we devised a multi-faceted product marketing strategy.
This included conducting a professional ad shoot and a high-quality product photoshoot to create visually captivating content for promotions. Comprehensive YouTube marketing strategies were developed, focusing on engaging video content and SEO optimization to enhance reach and visibility.
Influencer marketing campaigns were planned to leverage the trust and audience of key figures in the industry. Additionally, we employed interview marketing by conducting surveys to gather consumer insights and build credibility.
Personal branding for Rajathi Kalimuthan was integrated into the strategy to create a relatable and authoritative brand presence. This holistic approach aims to establish brand as a market leader while connecting deeply with the target audience.
Efficient Product Launch
For the launch, we focused on establishing the essential teams to accelerate the process. We formed a dedicated sales team to drive outreach and created a recruiting team to onboard talent exclusively for Rhythm.
Additionally, we have set up a distribution network to cover key markets like Chennai and Bangalore, ensuring efficient product availability. To enhance visibility and engagement, we established a digital marketing team to build a strong online presence. This comprehensive approach ensures a smooth and impactful launch.
Result
- Food Buddies’ distinctive branding strategy helped Rhythm establish a strong and memorable presence in the market.
- The product is now available on its official website as well as major ecommerce platforms like Amazon, reflecting growing consumer demand.
- The brand has gained significant traction, especially in Bangalore, where it continues to perform well.
- A major milestone in its journey was becoming the official hydration partner for the 69th SOBHA Filmfare Awards South 2024, further solidifying its premium brand positioning and market presence.
- The evocative and elegant name Rhythm resonated strongly with consumers, contributing to rapid brand recognition and reach soon after launch.
