UK
With the continued growth of the ethnic foods sector, specifically in the areas of snacking, Kohinoor Foods have added Condiments to their successful range of Indian food offering. The range currently includes basmati rice, cooking sauces, meals-in-minutes and snacks. Condiments, consisting of Chutneys and Pickles, are a strong rational extension to the product portfolio and are being launched into ASDA supermarkets nationwide.
The Evolve Creative team were briefed to design the label packaging for the range of Condiments consisting of both Chutneys and Pickles to include five products in each category. The label design needed to retain the key brand attributes linking it to core ranges whilst clearly differentiating the products from the other categories in the Kohinoor food portfolio.
Given the contemporary, premium nature of the core design, Evolve identified a number of creative directions which firstly established a clear extension from the current range. An evolution of thought resulted in the exploration of areas linked with the brand's offer of authenticity, with further connections relating it to traditional art and alternative treatment and depiction of ingredients in great tasting indian cuisine.
Following Marketing feedback, the developed design concept reflects the explosion of flavours that add the extra spark to the final taste of the dish. The resulting label designs are animated, modern and impactful using a combination of strong graphic symbolisation which convey texture and movement. The colour and key ingredient images serve towards the differentiation between Chutneys and Pickles ranges.
'Evolve very quickly understood the brand, the business issue and the consumer to deliver impactful and vibrant designs across the range of 10 SKU’s in record time!'
Mandeep Kang Head of Marketing, Indo European Foods Ltd.