Marico's Saffola brand is best known for the health benefits of its edible oils, so when it launched a range of oat-based breakfast cereals, branding and design agency, Bluemarlin, wanted to build the new pack designs on the foundations of Saffola's heritage.
The packaging also needed to appeal to Indian mothers, who are looking to provide their families with a breakfast that is delicious as well as nutritious, and gives them the start they need to be at their best.
Saffola had developed a new positioning that would allow it to extend its product categories. “Taking care of your health gives you the advantage to embrace life’s possibilities,” underpins the company's expertise in foods that promote good health.
“The breakfast category in the India market is growing, but still relatively underdeveloped,” commented Anne Rowe, design director at Bluemarlin Bath. “This was a great opportunity for Saffola to set itself apart from the rest. Instead of the formulaic fields of oats, the new design is bright, lively and relevant to modern Indians and their focus on the future.”
Bluemarlin focused on defining a visual space that Saffola would own. The shape of the previous logo, which represented care, was opened up and now takes more prominence on the pack.
The vibrant 2D/3D design with its references to sunshine suggest the optimism of the brand and the product photography was selected to provide taste appeal. The intent was to create an emotional connection with consumers so that Saffola becomes the brand that represents nurturing.
The industrial tubs Saffola had been using were replaced with a new lightweight ergonomic tub. The impactful red heart at its centre is placed to reflect the brand’s premium offering and health benefits.
Sameer Satpathy, executive vice president and business head of Marico India observed, “Entering the breakfast category was an exciting and natural move for Saffola given its strong health equity. We had gone about it in a phased manner over the last three years, launching one product after another. It was important to consolidate the packaging of the range so it appeared as a unified family and leveraged the new proposition. The new design by Bluemarlin captures Saffola's strong health credentials in an accessible way, communicating wholesomeness and deliciousness to all members of the family.”
