INDIA
Following the success of the Edible Oil range under the Healthy & Tasty banner, the opportunity to extend the brand to other categories which enhance the flavour and quality of food preparation was considered. The use of spices in Indian / Asian food dishes are essential to all types of cooking and seen as a rationale fit, however, a clear challenge given the highly competitive nature of the category.
We were briefed to create a packaging design which was distinctive from the competition and conveyed the H&T brand attributes of natural freshness and quality and that could extend across the range of products. The generic rural countryside has an immediate connect to the brand cues and was created in a contemporary illustration style which contrasts to the food photography in the foreground.
The sub-branding of Mantra was introduced to give the brand a greater prominence, whilst the vibrant colours reflect flavour cues and create distinction across the product architecture. Since it's launch in late 2019 across Eastern India the brand has a strong response from both the Trade and consumer.