Lokus Design 2007 c

Wonder Mix Atta PackagingRuchi Soya Ltd. | Lokus Design Pvt Ltd, Pune

Lokus Design 2007 c

Client Brief: Crunch

Product range to be extended from the Nutrela range of products

Brand Identity & Packaging Design to keep parent brand equity & visual cues in mind

Desired pack format: Pillow packs (flexibles)

Design an unique package & packaging graphics to create differentiation

Product should standout on retail shelf

Lokus Design 2007 c

The ProcessIdentify > Integrate > Innovate > Translate > Maximize

Lokus Design 2007 c

Identify > Integrate > Innovate > Translate > Maximize

Lokus Design 2007 c

The User Segment

Key Decision Makers / Influencers

of User Group

Housewives

Doctors / Specialists / Dieticians

Gym / Fitness Instructors

Target User Group

Married women (a mix of working and non working)

SEC: A2 / B1

Age Group: 32 - 38 yrs

May or may not have children between the age group

of 5 – 12 years

May or may not have sufferers of Hypertension,

Diabetes, Obesity or Cholesterol in the household

Lokus Design 2007 c

What is Atta Mix? What does it offer?

Atta Mix is:

A healthy, functional food Product, meant for all

Atta mix is to be mixed in the atta before kneading

Nutritive value of the food by 40-60%

The Product offers:

40-60% higher fiber & protein

Healthier living

Helps to Fights diabetes, cholesterol, BP

Gives EXTRA Energy

Work/play longer

Lokus Design 2007 c

Aspiration of a Mom / Housewife

Wiz kids Super momSuccessful husband Health for lifetime

Lokus Design 2007 c

Life Style of users

Work overload

Irregular Meals / Snacks

Unhealthy Quick Bites

Lack of energy & exhaustion

Mental & Physical Fatigue

Lokus Design 2007 c

What are the solutions?

Wholesome, Nutritious, Fresh food

Care & proper diet for family

Regular exercise

Lokus Design 2007 c

But, not possible because of ….

Less time for home

Travel

No time to cook

Unscheduled work

Working mom’s/ wives

Lokus Design 2007 c

Key buying (perceptional) decisions of the user

Convenience

Price

Availability

Reliability

Factors for consideration

0 10

Thus, Healthy (+more), convenience & reliability should be highlighted in graphics

Healthy (+more)

Lokus Design 2007 c

So what does the consumer need today?

A product which is :

• Healthy (value add in nutrients/energy)

• Reliable

• Energizing

•Less time consuming & product can be mixed in variety of atta & making any type of Indian bread with ease

• No drastic changes in existing schedule

• Easy to use & Convenient to follow

• Cost effective

Lokus Design 2007 c

Competition

Local & Homemade products pose a great competition

Middle segment product (price and positioning) is not addressed

Only one large organized competitor: Saffola

Local products are packed in flexibles and Saffola is packed in carton

Cartonized product carries superior image and perceived as premium

Lokus Design 2007 c

Retail Issues

Flexible packs are crumpled & distorted: Perception is low

Branding gets distorted due to crumpled packs: Low shelf Impact

Carton packs generates quick trigger for buying decision

Carton pack perceived as premium and a better product

Lokus Design 2007 c

Retail Issues

Consumer is looking for a pack which reflects

• Health & Energy Good Quality product

• Reliability & Long lasting solution

• Cost effective: pack should not reflect expensiveness

Lokus Design 2007 c

Safola Atta mix Local brands of Soya , Nachni, Flour (chana, sago)

Pack Type Carton pack Polythene pack

Look n Feel Sophisticated Crude

Reach Global Local

Presence Appealing Camouflage

Perceptions of the pack

Commercial

(with preservatives)

Fresh

Home–made (gharghuti)

Competition Analysis

Lokus Design 2007 c

Identify > Integrate > Innovate > Translate > Maximize

Lokus Design 2007 cPrice

Medical

Category and Product placement

Low

High

Consumer

Lokus Design 2007 c

Key Considerations

Differentiation through Packaging Structure, Brand Identity and Graphics

Convey: Health, Energy, Premiumness, Reliable and Good Quality product

Graphics to suggest that the product can be mixed in variety of atta & making any type of Indian bread with ease

Functional & Technical

Easy to use, carry, open & store

Should pass drop test & other food compatibility standards/ test

Cost to be lower than carton

Simple to manufacture, assemble and transport

Lokus Design 2007 c

Brand Identity & Visual Language to

communicate

• Healthy (value add in nutrients/energy)

• Reliable & Good Quality Product

• Energizing

Conclusion

Lokus Design 2007 c

Conclusion

Packaging Structure

Offer a hybrid solution: Partial carton

Branding/ Graphics doesn’t get distorted due to part cartonized product: High shelf Impact

Carton pack will generate quick trigger for buying decision

Carton Product will be perceived as premium

Part Carton will be low cost as compared to a full carton

Lokus Design 2007 c

Identify > Integrate > Innovate > Translate > Maximize

Lokus Design 2007 c

Theme board : Graphics

:

Play /

Motion

Mood & food

Lokus Design 2007 c

Brand Identity & Pack Graphics

• Healthy

• Reliable & Good Quality Product

• Energizing

Lokus Design 2007 c

Packaging Structure:

Part carton + Flexibles

Open Sides

Flexible pouch inside

Large Branding surface with Part Carton

Partial carton

Branding/ Graphics doesn’t get distorted due to Part Cartonized product: High shelf Impact

Carton pack will generate quick trigger for buying decision

Carton Product will be perceived as premium

Part Carton will be low cost as compared to a full carton

Lokus Design 2007 c

Development

Paper Board

Stable & Strong

Toughness and rigidity due to curved profiles at the top

Lokus Design 2007 c

Identify > Integrate > Innovate > Translate > Maximize

Lokus Design 2007 c

Part carton

Branding/ Graphics doesn’t get distorted due to Part Cartonized product: High shelf Impact

Carton pack will generate quick trigger for buying decision

Carton Product will be perceived as premium

Part Carton will be low cost as compared to a full carton

Value Additions: Part Carton + Flexible Pack

Lokus Design 2007 c

Value Additions: Free Measuring Spoon

Pack could carry measuring spoon as wonder mix has to be mixed in proportions

Competition doesn’t offer such value add

Measuring spoon is made by tearing off from the pack and the folding it into a simple structure