Best known for the health benefits of its premium line of edible oils, Marico-owned brand Saffola identified the opportunity to extend this expertise into the Indian market's growing breakfast category, leveraging the new proposition, “Taking care of your health gives you the advantage to embrace life’s possibilities.”
The challenge was to create a design solution that united the brand’s 26-SKU range of oat-based cereals whilst accentuating its heritage in health. Furthermore, Saffola needed to appeal to Indian mothers looking to provide their families with a breakfast that is delicious as well as nutritious.
Avoiding a generic field of oats, the new design is bright, lively and relevant to modern India. The previous logo has been opened up and now takes more prominence on the pack. Created with thin golden ribbons and rays of sunshine, it conveys the optimism of the brand whilst taste appeal is heightened by delicious product photography. Working together, these elements form an emotional connection with consumers.
A new ergonomic structure was also created for Saffola’s new light-weighted tub of oats. Far removed from the industrial tubs previously used, the new container reinforces the brand’s premium offering and health benefits.