Design for People

Scope of Work: Drool-worthy Packaging for Delicious Meaty Goodness.

The market for meat products is a tricky one to navigate. India has had a mixed relationship with the procurement, processing and consumption patterns when it comes to meat.

Licious, who seek to break the market with their unique, personalised outlook towards meat. With a wide range of products – from raw, selected cuts to ready-to-eat chunky spreads – Licious seeks to remove the notions of taboo and uncleanliness associated with the industry. With the advent of their brand, meat has become a safe, verified, quality-controlled product that is dispatched to the comforts of your home.

A visual language and subsequently, a packaging system for Licious’ Ready to Eat (RTE) segment of spreads was required. The product needed to establish a distinctly new category as these would be the first meat-based spreads on shelves packed with pickles, jams & other spreads. The solution also had to have a clear, powerful core story that could be adapted across flavours and packaging formats to create stronger recall.

Since Licious planned to pioneer meat-based spreads segment within the heavily cluttered Ready-To-Eat spreads category, brand differentiation and recall needed to be extremely powerful and unique. They would also necessarily compete with products in other segments like pickles, jams, mayonnaise and more, which added to the task at hand.

Elephant created a strong visual packaging system for Licious spreads, playing on the ‘gourmet/artisanal’ palette, reflected through text and other elements. A rustic loaf of bread is chosen to be the core that immediately connects to the usage of the product on sandwiches. Different colour codes and graphics connoting the flavour and type of product gave the range a unique & ownable identity. An interplay of print textures, personalised text and graphics generated conversational tone and increased consumerbrand engagement.

The design system works such that the background can be changed in accordance with the category in question. The artisanal nature is highlighted by adding a string around the neck of the jar, giving a bespoke, personalised touch. All these elements serve to distinguish itself as a gourmet product.

The Task at Hand: Packaging and Naming Nostalgia in The Form of Authentic Curry Pastes.

Tangy Turmeric wished to create a range of products that could cater to those who, for some reason or another, we're unable to experience the goodness of home-cooked food. In the traditional Indian context, Ghar Ka Khaana (as it’s called) is nutritious, wholesome, pure – and most importantly, delicious. But could it also be convenient?

The Story Tangy Turmeric wished to create a range of products that could cater to those who, for some reason or another, we're unable to experience the goodness of home-cooked food. In the traditional Indian context, Ghar Ka Khaana (as it’s called) is nutritious, wholesome, pure – and most importantly, delicious. But could it also be convenient?

Moreover, meticulous research has led them to craft these products in the way they were intended – straight from the grandmothers’ hidden cache of recipes, committed to nothing but a memory.

The Focus Envisaging the right nomenclature for a brand that wants to bring traditional, authentic and regional recipes to consumers in a convenient packaged format. Creating a packaging system for the brand, enabling differentiation and helping it stand out on the shelf.

The Design Elephant worked with Tangy Turmeric, the parent brand to find the right nomenclature. The Grandmother became a central figure in the brand’s identity. Since her recipes would be passed down from one generation to the next in the form of oral storytelling sessions, the team created the nomenclature: ‘Tasty Tales’, and it was met with immediate acceptance. The name was easy on the tongue, had a good recall, and represented everything that was nostalgically delicious.

The package itself is a stand-up sealable package with an interesting choice of a jar shape, which Elephant helped to enhance. Like one of those porcelain jars found in the days of old, complete with cloth and string graphics, the package hints at the promise of authentic goodness within, while also being convenient for the product.

The Task at Hand: Creating The Right Bottle to contain Deliciously Smooth Goodness.

Epigamia is a considerably new entrant in the highly competitive Indian FMCG landscape and has been nothing but a hotshot when it comes to performance. In as little as four years, Epigamia is now selling over 3 million cups of Greek yoghurt in a month. Their authentic, fresh flavours combined with the undeniable health factor has now enabled them to diversify even further.

The package was to represent ‘potency and intensity’, but not the kind that is normally found in health drinks. This would be closer to ‘wholesomeness’ and represent the intensity of the flavour.

Designing a bottle for Epigamia’s newest product; the yoghurt smoothie. Making a bottle that echoes the smooth, liquid nature of the product, in addition to other factors like wholesomeness and health.

Elephant created a swirling, contemporary shape to contain this newly launched product. The bottle was designed to be easy to grip, use and take for on-the-go consumption. The bottle also encapsulates Epigamia’s overall fun and approachable brand qualities.

Apart from aesthetics, the lines serve the ergonomic function of increasing grip, making the bottle very easy and fun to hold – hinting at an ‘on-the-go’ kind of appeal. It makes the bottle inviting and friendly – much like Epigamia’s other products.

Scope of Work: Identity and Packaging for a Range of Healthy, Gourmet Foods.

Our hectic lifestyle nowadays leaves us with little time to plan and prepare healthy, home-cooked meals. What could be a hassle-free solution to ensure nutrition-packed meals and snacks, easy to make and yet tasty to eat? This is where Saffola’s range of healthy gourmet foods comes in. Fortified with plant-based superfoods, Fittify inculcates a lifestyle change towards a healthier future. The Elephant was approached to create the brand identity and design the packaging for Fittify.

Fittify was positioned as a range of new-age, functional products which would help consumers on their journey to become fitter, healthier individuals. The identity subtly sits within a measurement tape, a direct connect to the brand’s weight management offering.

The Approach to the pack was infographic oriented, through which the product’s nutritional benefits would be highlighted. Deviating from the customary route, a decision was taken to include the nutrition panel on the front of the pack instead. This would add to the sincerity of the product, as though it was directly being recommended by a professional. The 'nutritionist' stamp further strengthened this.

A nutritional meal doesn’t have to be a bland one. So vibrant food shots being used along with chef-curated recipes to assure consumers that they wouldn’t be compromising on taste. The foods shots were also used to distinguish between the variants. The back of pack explained the product story, along with the benefits of the superfoods used. The icons were created to be used for a pictorial representation of benefits.

The colour palette consisted of organic and bright colours, to connote the healthy and contemporary positioning of the brand. The blue brand-colour band brought uniformity to the packs, tying them together as part of the same family. This system was made to be adaptable to future variants.