Packaging design system
We decided to infuse some emotion and uniqueness in the packaging to help it stand apart and create a strong impact on the consumers mind to help them make an informed decision and not through impulse. The inspiration was the changing lifestyle and attitude of the consumer. They lead a stressful lifestyle with bad food habits and are pressed for time. We needed to create stories that would connect with their need and at the same time be a delight as a purchase as an experience and on the shelf
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We devised a way to weave the product window with the story we were telling on that pack. This enabled us to make each variant become unique telling its own story yet maintaining an overall brand and pack visual language to bind the entire product portfolio together. The entire visual language was based on hand-drawn grungy and un engineered elements to create a sense of natural, earthy ingredients that aid a healthy lifestyle. Each product window in a simple yet effective way conveys the benefit
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
June 2015 to February 2016
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
staple, packaging design, breads, health, family
Our research highlighted that breads as a category is very functional and a staple that does not require much involvement during purchase in the Indian consumers mindset. Hence the category does not enjoy a lot of brand loyalty and is driven by availability and impulse. Britannia breads has a wide range of breads in various formats, types and geographies. They needed to be communicated to the consumer in an impactful and effortless way.
The existing range of products was very disparate and did not look like a part of the same family. The biggest challenge was devising a visual language that would work across all formats of breads in the portfolio and yet be relevant individually. To rationalize the various products existing in different geographies at various price points with varying consumer needs that had to be communicated on the different products.
A big challenge was also getting the vibrant colours right on the substrate selected for the product. Since it is a transparent base, it was important to get the vibrancy of the colours right as that was key in creating the right impact.
TEAM MEMBERS (2) :
Design Director: Mayuri Nikumbh and Account Manager: Mayank Banta
ELEPHANT DESIGN PVT LTD, 2016.