Indians routinely consume dry fruits as part of winter nourishment as well in desserts, biryanis, and other dishes. It is also served as an accompaniment with tea while welcoming guests. An Indian pantry always has an assortment of dry fruits. But there hasn’t been a quality or price marker since no national brand offered great quality consistently. Most recently, Tata Sampann decided to launch the best selection of dry fruits under its umbrella.
While every Tata Sampann range offers unique benefits, envisioning a dry fruit range within the existing visual system requires lateral thinking as the category is premium. Having worked with Tata Sampann right from branding to visual language and packaging for the entire portfolio with several ranges including pulses, spices, mixes, ready-to-cook, and organic, this was a great challenge for the team Elephant.
Elephant Design creating balance between Tata Sampann image and product imagery
About the agency engagement, Deepika Bhan, President, Packaged Foods, Tata Consumers, said, “Elephant Design brought to life our vision on the dry fruit category launch. It was a challenging brief and a challenging timeline, and they delivered seamlessly. Project ownership from both the design and client servicing team is their winning formula”.
“As custodians of the brand, we have managed a lot of flexibility within the visual system for specific categories that not only carry forward the brand equity of Tata Sampann but also stand out within their respective categories. For the dry fruit range, we wanted to emphasize the careful selection of the best quality. The packaging also needed to be strong on eCommerce, creating a balance between brand and product imagery. Two hands forming a heart-shaped window seemed to be the perfect semiotics to go with,” says Ashwini Deshpande, co-founder and director, Elephant Design.
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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