Good Design Keeps People First!

Good Design Keeps People First!

The design has the power to solve any complex problem. Elephant Design using this power of design to create exceptional brands and develop amazing products for their clients. They have recently created many inspiring brand solutions and we have showcased some of them here.
Licious Spread

Scope of Work:

Drool-worthy Packaging for Delicious Meaty Goodness

The Story

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.

Licious Spread
Licious Spread

The Focus

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.

Licious Spread
Licious Spread

The Design

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 consumer-brand 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.

Tasty Tales

The Task at Hand

Packaging and Naming Nostalgia in The Form of Authentic Curry Pastes.

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?

That was how Tasty Tales was born. Their ready-to-cook curry pastes are free of preservatives, which is a double-whammy for their target audience since the new generation associates packaged food with additives and 'synthetic' taste.

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.

Based on the nomenclature, Elephant also designed a packaging system for the products that had strong visual cues for aroma, taste and authenticity – playing on the 'grandmother' to be the originator of regionally authentic recipes that are also convenient to execute.

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.

Epigamia Smoothie

The Task at Hand

Creating The Right Bottle to contain Deliciously Smooth Goodness

The Story

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.

The Focus

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.

Epigamia Smoothie
Epigamia Smoothie

The Design

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.

Fittify

Scope of Work

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

The Focus

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
Fittify

Contributed by

Good Design Keeps People First!
Elephant Design
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Creative Gaga
www.creativegaga.com