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.