The Gharana currently offers Healthy & Nutritious Snacks, Instant Mix, Flour & Nuts/seeds that are pretty different from the products offered in the market for which we designed mouth-watering packaging and labelling.
The 3Ps branding framework that we followed:
1. Purpose: What is your value proposition? Why do you exist?
2. Positioning: The differentiator point from the competitors.
3. Personality: How should your brand look, feel and sound?
The value proposition was quite apparent from the beginning: to bring the farm's raw ingredients and manufacture them directly, at competitive pricing. And to appeal to young people and teenagers, the brand should appear trendy and appealing with bright colors.
The way that people choose products is greatly influenced by the packaging design and as we all know first impression is important to make it lasting. The Ghrana's food packaging design was designed with the Bhilai based agency, The Digi Jugad, the product offerings were segmented into 4 segments, Snacks, Instant Mix, Flour & Nuts/seeds.
We started off with Chana Sattu Instant Mix, the pouch packaging design uses contrasting food colours that are entirely related with the colour of sattu. To appeal to the rural community, the design strategy was to clearly illustrate the energy that a consumer will gain. We intended for the packet to serve as a reminder to the consumer, the Sattu's health advantages and ease of consumption.
The visual message we added solved the purpose of the product & it’s marketing. Kholo, Gholo, Peelo; will help the brand and product to market and clearly communicate the product's uniqueness.