The background files...
Malpani Foods’ – a reputed manufacturer and distributor of high-quality baked products – marketed under the brand name “Maharaja Gold”. The brand carried a delightful and wide range of premium-market baked products that are excellent tea-side snacks and breakfast accompaniments. While these health-wise top cadre products were present both in retail and wholesale arenas, the packaging was yet traditional. They had recently adopted the new brand name “Bake-lite”.
They got White Warbler in to discover food packaging design ideas to ramp up the visual appeal of their Cookies-line comprising the Butterscotch, Choco-Almond, Oatmeal, Pista-Badam and Shrewsbury. They gave us the task to relate Bake-lite to their brand’s chief strength - QUALITY.
Our strategists and designers decided to focus on the basics to reach a creative
strategy. We found the key to the strategy in the production process used by Malpani
• Insight: We recognized traditional emphasis on high nutrition, extremely meticulous attention to procuring top-of-the-cream raw material and hygienic food processing as the three areas we needed to convey through the design.
• Our designers extended the logo element ‘Grain Stalk’ to other parts of the package design, suggesting the ‘fresh and natural’ raw material used for the product.
• Half of the package contained real images of the product, while deliberately a major portion was kept transparent to enable the customer to view the actual product inside. This helped habitual customers understand that the Bake-lite brand was carrying forward the legacy and the product line of the erstwhile ‘Maharaja Gold’ brand.
The attractive design comprising direct display of the product in a see-through fashion facilitated an immediate feeling of craving for the product. In addition it indicated the company’s business transparency, while conveying a strong message about the quality of their products. The opportunity to have a look at the same product cookies under the previous name helped familiarize the customers, and helped smooth transition of customer focus to the new brand name ‘Bake-lite’.