The background files...
One Touch Masala Mahila Gruh Udyog is one of the leading manufacturers and suppliers of Masala (Spice), based in Aurangabad. They wanted us to redesign their product packaging with an aim to stand up to the competition in the urban market.
As we began our usual design research process, we found that the solution wasn’t just
creating new packaging design for the product, but strategic branding for the company’s
brand itself. We suggested that to achieve a real impact in the market, the design
needed to span beyond just the products. It was essential that the client rebrand their
company’s entire identity to come abreast to an increasingly appearance-conscious
• Brand Identity: Since it was a popular product line, we decided not to risk alienating the customers by recreating the brand’s identity from scratch. Instead we redesigned and stylized the existing logo. We chose an elegant yet firm Serif font against a clean and deep maroon shape. This base was enhanced with a design inspired by the entrance arches of historical Indian palace architectures. This helped connecting the product with royalty and tradition, and clearly placed the company as a progeny of the ancient Indian tradition of serving authentic spices to the world.
• Package Design: The product line comprised of five varieties of spices, viz. Chicken Curry Masala, Mutton Curry Masala, Chicken & Mutton Fry Masala, Veg Fry Masala and Fish Fry Masala. These five versions needed to display a distinct belonging to a family. Our artists set to hand-drawing sketches of the chief ingredients, viz. Ginger, Garlic and Onion, to compose the background collage. Since the product was already popular, we decided to place actual photos of dishes created after using the products. We wanted the client’s products to look fresh and attractive without appearing excessively aggressive or unnaturally bright. So, only colours that pleased the eye (when looked at from any distance) were chosen.
With their brand identity refreshed, and product packaging geared to stand pretty on the shelves, the company was able to carve a niche into the urban market. The products are now considered at par with premium brands in the category and are featured on most premium malls.