Kosh! Oats by BLOK

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DESIGN DETAILS
DESIGN NAME:
Kosh!

PRIMARY FUNCTION:
Oats

INSPIRATION:
For the package design we drew inspiration from Indian street typography & Indian vintage industrial, wholesale packaging and reimagined it in a contemporary context, to establish a sense of grass-root familiarity & dependability towards an unfamiliar product for the Indian consumer. By referencing industrial labels, seals & wholesale packaging materials, and modernising it we aimed to create a connection to the collective Indian consciousness of local quality & a sense of belonging.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Kosh! is a newly launched Indian oats brand by Future Consumer that aims to establish itself as India's 3rd staple grain after rice & wheat. As oats is relatively unfamiliar in India, we focused on the packaging communicating dependability & transparency, by flipping conventional food packaging formats & bringing helpful nutritional information often lost in the fine print of the back-of-pack to the forefront.

OPERATION / FLOW / INTERACTION:
Using the diverse product formats from Kosh! such as Oats Atta (flour), Broken Oats, Wheat+Oats Atta (flour) & Instant Oats, consumers can incorporate Kosh! into their everyday meals be it porridges, pancakes and various other lunch & dinner dishes that require grain. The brand encourages the end user to use one's creativity & imagination to experiment with their everyday dishes using the range of oat products.

PROJECT DURATION AND LOCATION:
The project was based in Mumbai, India and started in January 2016 and was completed in August 2016.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
For production material, the packaging for the Kosh! range use matte laminated metalized stand up pouches. For 6 colour printing, CMYK + 2 Pantone colours were used for each oats variant.

SPECIFICATIONS / TECHNICAL PROPERTIES:
500 g pouches: 120 mm x 57 mm x 280 mm 1 kg pouches: 170 mm x 65 mm x 335 mm

TAGS:
oats, kosh, packaging, branding, blok, design

RESEARCH ABSTRACT:
The studio conducted exploratory research for the project. The objective was to gain insight on consumer behaviour in India towards a relatively unfamiliar food grain such as oats. A qualitative methodology was adopted, with data collection through a series of store visits to large retail outlets that contain a wide range of oats brands. This was done to better understand consumer behaviour in India with relation to oats. A critical insight observed was that with rising fitness awareness among consumers, shoppers often focus on ingredient lists and health information at the back of the packaging, rather than on the front label communication.

CHALLENGE:
Given the low consumption of oats in India and rising fitness awareness, the brand aims to establish itself as India's 3rd staple grain after rice & wheat. The challenge was to develop a brand identity and package design that could spark an instant connect with the Indian consumer for a relatively unfamiliar product and incite excitement to experiment with recipes using oats.

ADDED DATE:
2017-02-28 21:45:06

TEAM MEMBERS (2) :
Vaishnavi Mahendran and Žarko Dumičić

IMAGE CREDITS:
Image #1 : Creator KoshOats.com, Kosh!, 2016.
Image #2 : Creator KoshOats.com, Kosh!, 2016.
Image #3 : Creator KoshOats.com, Kosh!, 2016.
Image #4 : Creator KoshOats.com, Kosh!, 2016.

Visit the following page to learn more: http://koshoats.com/index.php
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Kosh!

PROFILE:
Kosh! is an Oats brand recently launched in 2016 by Future Consumer (FCL), a part of Future Group, India. The brand focuses on offering a versatile & healthy range of oats products, ranging from broken grains to pre-mixed flours, bringing oats to Indian consumers in a wide variety of forms. The brand mission is for oats to become India's third staple grain after rice & wheat and to no longer be limited to breakfast alone, but soon become an indispensable part of the Indian diet.

NOMINATION DETAILS

Kosh! Oats by Blok is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Kosh! Oats by Blok is Winner in Packaging Design Category, 2016 - 2017.



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