start with the brief
Keep the heritage specific
For Yogathiya, I built a brand narrative around Gujarati food heritage and the craft behind its snacks. The task was to give the story its own roots and character. Specific cultural context mattered more than familiar nostalgia.
The person on the other side
People exploring Gujarati snacks and the heritage and craft behind the food.
where the words had to work
What the words had to get right
Food writing reaches for nostalgia quickly. This narrative needed enough cultural character to feel distinct, rather than familiar phrases that could belong to any snack brand.
the thinking behind the sentences
The decisions inside the draft
Gujarati food heritage and the craft behind the snacks gave the story its centre. I used that context to make the narrative more grounded.
I kept the voice natural and the nostalgia measured. The brand’s own character needed room to come through.
what I worked on
What I contributed
- Brand narrative
- Gujarati food heritage storytelling
- Craft-led brand messaging
Project tags
My contribution is the writing listed here. Brand photography and design provide context.
the original writing
Read more of my range.
This story covers my contribution to Yogathiya. For the sentences themselves, explore my source-linked writing library: websites, editorial, emails, scripts, and technical documents.
Traditional Atta Puri Delight
