“The background files…”
Swaraj India is a dairy player in Maharashtra with a broad dairy foods product spectrum. With two new products – Shrikhand and Amrakhand (Mango flavoured Shrikhand) – ready for release in the market, they were searching for a fundamentally different package design style that could truly set the product apart in the market. They wanted us to create a visual identity that would be helpful in furthering the company’s branding in future. They handed over the entire responsibility of devising an effective and long-term solution to us.
• The insights: The products – Shrikhand and Amrakhand – being traditional desserts, are regarded as must-have delicacies in functions and festivities. We recognized the principal insight that Shrikhand and Amrakhand stood for celebration, and were symbols of happiness in any joyous function. So, we decided to adopt a design style that depicted festivities. Our creatives zoomed into the USPs of the product. While Shrikhand was jam-packed with dry fruits and spices like Badam, Pista and Elaichi, Amrakhand had imbibed deliciousness from the king of Mangoes – the Alphonso.
• Concept: We set out to marry the two insights with the USP, with an objective to appeal to the real shelf-visitors – women! Among the many style options, we zeroed in to the traditional illustrative Rangoli art to create a festive feel. With extremely intricate line-art, we turned the forms of the chief ingredients into visual elements.
The beautiful designs that reflected feminine delicateness created just the right amount of interest and curiosity among family-makers. The product was able to register in the minds of the end consumers faster than the client expected. The simple-looking and white-dominant design could pull demand across economic classes, creating a special market space for itself, and for the company’s brand.