Mumbai: Creative brand marketing agency Yellow has designed the brand identity and strategy for Backbay, a new beverage brand founded by Bhumi and Samiksha Pednekar.
The collaboration merges Backbay’s vision of sustainability with Yellow’s expertise in culturally resonant, future-ready brand building. The outcome is a holistic identity system that embodies purity, elegance, and environmental responsibility, while also laying the foundation for a lifestyle-driven beverage portfolio.
Positioned as more than just a beverage brand, Backbay represents a philosophy of intention and responsibility. Built on the belief that consumption choices should reflect care for both people and planet, the brand aims to reimagine everyday rituals at the intersection of design, sustainability, and culture.
The first product to emerge under this philosophy is Backbay Aqua — natural water drawn from the Himalayas, flowing through mineral-rich rock, and bottled at source in recyclable cartons. Aqua represents purity in both form and purpose: untouched, balanced, and consciously packaged. It seeks to redefine hydration as presence, reminding consumers that even the simplest acts can carry responsibility and meaning.
Shrey Doshi, Founder and Creative Director at Yellow, said, “From the very first conversation with Bhumi and Samiksha, it was clear that Backbay was more than a product – it was a statement about how we choose to consume. We wanted to create a visual language that felt as pure as the source itself, yet modern and distinctive enough to stand apart in a competitive market. Every design choice – from the minimal typography to the flowing water-inspired graphics was made to tell that story.”
The design journey was highly collaborative, involving multiple rounds of sampling, prototyping, and refinement, with Yellow working closely alongside the founders.
Riya Roy, Associate Director at Yellow, added, “Our goal was to build an identity system that carries Backbay’s ethos across every touchpoint – from the packaging you hold in your hands to the way the brand speaks in-market. The challenge was to balance aesthetics with a grounded sense of purpose, and that’s where the strategic alignment with the founders became so important.”
For Bhumi and Samiksha Pednekar, Backbay is deeply personal as well as purposeful.
“Backbay was born out of our love for nature and our belief that what you drink should be as good for the planet as it is for you,” said Bhumi Pednekar. “Yellow understood that from day one and translated it into a design that mirrors our values perfectly.”
“We wanted the packaging to feel beautiful, but also to immediately communicate our sustainable mindset,” added Samiksha Pednekar. “The result is something we’re proud to put our name on, and we couldn’t have asked for a better creative partner than Yellow.”
