1

Users are aware of trends, demanding trendy products. Brands succumb to these demands to have a stronger say and a longer stay in the market. Studio Elephant Design has elaborated on this cycle explaining the need of packaging design.

Trends are a reflection of how people behave, how they live and vice versa.

 

One may believe tech-based products like smartphones & AI assistants are changing the way people live. But there is as much change happening in their lives through humble packaging design. In times of extreme actions and judgments, it is believed that design becomes prettier. This actually is happening.

 

There are certain things individuals look for before buying foods, beverages, personal & home care products nowadays:

Packaging Design

1. Tell me a Story?

Story of origin, granny’s recipe, kind of music played to cows… Is it a superfood rediscovered? Was it made the exact same way people made stuff when the world was perfect? They want to know more, not just about the ingredients or the company behind it, but also the hands that made it. They are hungrier for stories than the food they are buying.

2. Small for me Please

Because of longer commutes and increased working hours that blur into socializing, people are looking for things that will help them stretch their days outside of homes. Small portions of handbag-insertables are a rage in colour cosmetics, face masks, wipes, hand sanitizers, and other personal care products for on-the-go use. Spoilt for choice and highly aware of what they consume, people prefer single serves in snacks, meals & beverages.

3. Be Direct

Farm to Face. Grass to Glass. Park to Plate. Yes. That is how people like stuff to reach them. They want it fresh, preferably hand-made, with least processing. Demanding honesty of intent and transparency on the label about what goes in, they like small batches made with care. Lesser the machine intervention, the better it is.

4. Give me an Eye Candy

Packaging is not just for protecting the goods, it needs to give the product a flaunt value, making it Instagram-worthy. Packaging can be an object of desire itself. So the “look” of packaging is as important as what it carries inside.

5. Sustainability Counts

Over engineered packaging is a big no-no. The simple, the better. Is the plastic used easily to recycle? Reduced packaging layers, lesser staple pins, alternative chemical inks & glues, these are things that the sustainability-aware users look for

• Game Changers 

Technology-based enablers are bringing some change too. The biggest change is in the way packaging can enable customization of every consumption experience. Technology & insightful design makes it possible to have small batches, personalized messaging or even controlled release of ingredients. Eg Kolibri (Japan) beverage bottle allows consumers to control the amount of sugar they want in their drink.

Recent advancements in automated packaging lines are not only more efficient, but also adaptive & flexible. They enable personalized packaging with individual names like the Coke cans & bottles from “Share a Coke” campaign.

Packaging Design

• Studio Sampler

Elephant helped develop a brand of Indian ethnic drinks that was based on nostalgia, aptly named “Paper boat”, taking one back to the good old days of childhood when life was simple and full of optimism.

 

Doy packs seemed a more sustainable choice against bottles, cans or cartons. The shape was designed to feel like squeezing a fruit and easy to open cap was inspired by paper boat itself. Graphics were simple and represented an uncomplicated, delightful world.

Packaging Design

The incredible part was that the brand refrained from using mass media for a couple of years. ON-the-shelf packaging did all the talking. And in less than five years, the brand made it to the top position in single-serve beverages, won many awards and also made it to the list of buzziest, most promising brands from India.

 

This is an interesting example because it aligned with all the five reasons for engaging with a brand and was created well in time to be able to ride the wave successfully.

 

For designers & consumers who don’t like to be cookie cutters, personalization and customization possibilities are like a boon. The only limitation would be ideas, which one is hopefully never short of.

Issue 45

Published in Issue 45

When celebrations are all around for the new year, everyone is curious about what this new year will bring. So, the rounds of looking back to the past year and trying to predict the new one starts. We started the same exploration through this issue by reaching various experts for their take on the trends for their respective fields. So, go ahead.

 

Order Your Copy!

Rebranding a well-established company, giving it new additional values and sustaining it of its exceptional worth in the eyes of its customers is not an easy task! Elephant Design has successfully achieved this in its encounter with Easyday of the Future Group.

Rebranding

Brief

The Future Group has had the exceptional ability to understand Indian shoppers, anticipate their needs and deliver good in-store experiences across all its retail chains including Easyday, Nilgiris and heritage stores.

 

Easyday is a re-imagined neighborhood food and grocery store that is driven by local communities and serves a modern, personalized Indian shopping experience to its members. For the local community of loyal members, it is the Naye Andaaz Wali, Apne Pados Ki Dukaan.

 

The Future Group was looking for an ability to build a strong unified brand expression and its fluid translation into retail experience. The ask included everything from building an evocative brand identity to visual story-telling, from presenting products in aspirational ways to translating shopper insights into store services and layouts.

Rebranding

Easyday now wanted to be unique and different by turning into an exclusive members-only benefits club, “Easyday Club”, offering a hyper local community shopping experience to its customers. Providing everything from home care, personal care and food to services like delivery, launch invites, etc, it wishes to be a one-stop-shop to meet all needs. It also has another format called ‘Easyday Fresh”, offering many more choices in fresh foods, dairy, fruit & vegetables.

 

The Future group partnered with Elephant Design to have their brand identity revamped and re-designed, along with the retail layout and principles.

Rebranding

Solution

Easyday is defined as a brand that is reliable, respectable and honest, powered by trust, passion and innovation and with integrity at its core.

 

Easyday is the Retail 3.0 experience where physical store experience is delivered with uniform digital layer that helps shoppers retain their own identity and also gives them access to exclusive offers in every category.

 

The process started out by pivoting the brand on fresh and a never-before shopping experience of everyday groceries meant exclusively for members.

Rebranding

Fresh Brand 

Fresh & deep greens were the choice of colors to represent the refreshing experience people could expect from the brand.

 

The logo incorporated the EasyDay name and had to be associated with savings to indicate a friendly neighborhood store and showcase endless goods & benefits for members. The use of a wallet as a logo seemed to have been apt with lower case letters showing approachability and the ribbon-like texture giving it a contemporary look.

Monochromatic and blended with a chalkboard treatment, a library of icons in one style, covering different categories of products was developed defining the visual identity of the brand used extensively, especially in the EasyDay Fresh stores.

 

All of the visual communication was built around the idea of community and helping farmers by buying locally sourced fresh produce. Freshness was a big part of the brand and was incorporated on the storefronts as well, lending a refreshing look to the stores.

Rebranding

Hyperlocal

In the spirit of building local connect, the logo has been carefully developed in several regional scripts without diluting the style & spirit. This shows the brand’s sincerity towards understanding and communicating in the same language as its members and adds to the approachability at every level.

First Impressions

With front doors acting as the first impression creators for any retail outlet, Elephant design aims at making use of this element to not only impress the existing members but also invite prospective members. The façade glazing leaves some room for imagination through friendly and conversational messages that tell about the benefits of being members and invites the visitors to check it out for themselves by stepping inside.

Rebranding

Store layout and design

At Easyday stores, bright lights, clean aisles, conversational signage, new launches corner and a promise of best deals in every category—all of this is a carefully planned experience around shopper needs & desires.

 

To ensure a consistent experience from store to store, no matter the location, there are certain common principles built within the store experience.

 

Internal pillars, walls, beams and product displays are accented in Easyday greens for a brand-centric look & feel which extends to shopping carts and baskets as well.

Rebranding

The aisle signages are in a Dinoc raw wood finish to offer a hint of rustic and a subtle affinity with ‘farm-fresh’ crate packaging.

 

In-store signage is treated as a means of conversing with the customer and is clear, compelling, friendly & on-brand. A community bulletin board is placed near the entrance-exit to encourage Easyday Club members to promote their services & share information on local events, for a more involved Community connect.

Rebranding

Grocery plus

The beauty of Easyday Club is that members can pick up the freshest gourmet salad dressing and eyeliner at the same time or even have it delivered by sending a simple Whatsapp message!

 

In time, Easyday Club will add other conveniences like delivery & pick-up of online purchases from e-commerce players or maybe a laundry service or utility bill payments depending upon what the members find valuable.

Rebranding

Tone of voice

Without great service, a well-designed store means nothing.

 

While training plays a major role in delivering consistent service, communication through wall graphics, signage, uniforms and carry bags help maintain a consistent & friendly tone of voice throughout the store.

 

So don’t be surprised to read a sign that says “Take care of yourself” guiding one to the personal care section or shopping assistant’s jacket that says “Looking for something?”

Rebranding

Conclusion

Offers and product-mix may change across locations depending upon specific local preferences, but Easyday’s thoughtful presentation and commitment to elevating the shopping experience would remain the same across every store, the idea being that members can shop with confidence knowing they will find great value they’ve come to expect from Future Group.

 

Within a year of the first Easyday Club store’s setup in late 2017, there are already more than 30 stores in running!


 

Client: Future Group | Easyday Club
Design Studio: Elephant Design
Solution/Expertise: Branding Strategy, Communication Design, Retail

 


Every design student or graduate dreams of interning with the best agencies or studios and Elephant Design tops the list. Ashwini Deshpande, the co-founder of Elephant Design shares their well thought strategy behind selecting and mentoring interns each year just like how an elephant will mentor their calf to be part of their family.

As a student of NID, I was an intern at Lintas & Module Studio in Mumbai around 1986-87. First one made me realise that I didn’t want to make a career in advertising and second one gave me the confidence to be an entrepreneur. I can say this with conviction that my learning was far wider than the specific projects or work done in those internship months. And I can never be grateful enough to those who mentored me then.

At Elephant, we have interns not only from design & management institutes in India, but also from Turkey, Singapore, France, The Netherlands, USA & Mexico. Idea behind accepting interns from diverse disciplines and cultures is to make Elephant culture richer & more inclusive.


We strongly believe that an intern needs to have a good mentor who is patient, has empathy & encourages experimentation. So we never invite more interns than we can mentor. Out of a hundred odd expressions of interest, we select about ten interns every summer. We do look at the portfolio, but more importantly, we look at the readiness to become part of a large team and learn from everything that goes around in a very busy design studio.


Design is not a solo game. Anyone who is too focused on his/ her project is not welcome, as they would not integrate with the spirit of teamwork at Elephant. What we promise is a role in the team and expects the intern to enjoy the ride.

 

We also hire fresh graduates from some of the design schools in India and from them we expect passion to experiment, enthusiasm towards teamwork and ability to articulate ideas through visual story-telling. We like people who are curious, positive and flexible

Published in Issue 32

If you are a recent graduate or about to finish your college then this issue may have answers to many of your questions. Like, how to get the best placement or the internship? How to present best in front of the interviewer? Which studio or agency to choose to start your career? How to work in a team or choose to be a freelancer? This issue has advice from many experts such as Ashwini Deshpande and Gopika Chowfla who gave the secrets of choosing the right intern for their well-known design teams. And on another hand, Rajaram Rajendran and Ranganath Krishnamani advise young designer to gain multiple skills and be the best at them. Also, recent MIT Post Graduate Vinta Jakkal shares her secret with which she grabbed the great opportunity of joining the Elephant Design, Pune team to start her career.

 

Order Your Copy!