The Focus
Iscon Balaji Foods, India’s behemoth potato supplier, wanted to enter the B2C space with a frozen snack category under the brand name Hungritos.
They approached the Elephant team with two key propositions: Designing a packaging graphics system, and a visual identity.
The system had to enhance brand visibility on the shelf while communicating variant differences, while the identity had to cue a strong brand proposition in a distinct way.
The Design
The design team revamped the visual identity by playing around with Hungritos’ iconic ‘smile’ element, adding more contemporary fonts with a white background for added attention on the shelf
Added cues throughout the packaging that re-instill faith in frozen foods on the whole, while specifically deviating from other common visuals found within the category to distinguish the brand
The packaging system displays each variant with a different characteristic color, with elements that add a handcrafted, mass-premium feel to the whole range.
The Story
Team Elephant embarked on a dynamic journey with Iscon Balaji Foods, India's leading potato supplier, as they transitioned from the B2B space to the exciting world of B2C with their brand Hungritos.
Hungritos aimed to conquer the frozen snack category with an enticing selection of French fries, burger patties, potato shots, and more, taking on established players within the category. Our mission was twofold: to craft a unique visual identity for Hungritos that captured their brand essence and to develop a captivating packaging graphics system that would stand out on crowded shelves and ignite consumer curiosity.
The Iconic Smile
Iscon Balaji approached us with a distinctive brand element – a simple graphic of a smile with a protruding tongue. We recognized the potential of this symbol in conveying a fun, approachable brand personality. We elevated the existing design by selecting a contemporary typeface that utilized lowercase letters for enhanced approachability. The bold font, set against a clean white background, guaranteed maximum visibility and shelf presence. However, the hero remained the characteristic Hungritos smile. In a category often dominated by a "serious indulgence" aesthetic, this playful element added a touch of light-heartedness and approachability.
Putting The Culinary in the RTC
Shifting gears from B2B to B2C demanded a visual approach that transcended the mundane. We ditched the typical home-cooking style food photography often seen in the frozen snack aisle. Instead, our food shots were meticulously composed, resembling mouthwatering presentations you'd find in a gourmet restaurant.
To further enhance the feeling of home-cooked goodness, we incorporated cloth table-style textures into the packaging design, reminiscent of a charcuterie board or chopping surface. These textures subtly differentiated between variants, adding a layer of visual intrigue. We also opted for a top-angle perspective in our "drool shots." This angle showcased the abundance of product, highlighted the distinct shapes of each item, and set us apart from the competition, who typically relied on front-angle or close-up shots.
Frozen Food and Myth-busting
Recognizing consumer hesitation towards frozen food, we prioritized clear communication. We prominently displayed the key message "Frozen for Freshness" to prevent over-frying and ensure consumers achieved the perfect results. The packaging featured detailed instructions geared towards this goal. To emphasize premiumization, we incorporated elements like elegant butter paper in the plating style and subtle ingredient callouts that hinted at the delicious components within.
The back of the pack (BOP) served as a platform to address common concerns regarding preservatives and unhealthy ingredients. The Hungritos story prominently showcased their commitment to fresh, high-quality ingredients and the absence of preservatives. A refreshing green band added a pop of freshness to the BOP design. We also included detailed instructions to help consumers achieve the ideal texture and taste, ensuring a positive first experience and preventing any potential user error that could negatively impact their perception of the product.
Conquering the Shelf Space
Our packaging system was meticulously designed to foster brand recognition and variant differentiation. The name of each variant was displayed in a "torn-note" style font, suggesting a personalized, handcrafted recipe and injecting a touch of human connection into the product. This design approach aimed to move away from the sterile, mass-produced perception often associated with frozen food.
For maximum vibrancy on the shelf, we made the packaging itself reflect the specific variant colour. This bold approach was further emphasized by a white background band that served as a clear canvas for the visual identity. While the primary colour spectrum dominated most variants (red, orange, yellow), we opted for a touch of gold for unique offerings like Spring Rolls and Corn Cheese Bursts, reflecting their slightly premium positioning. Every pack boasted a subtle metallic sheen, elevating the brand image from "mass" to "mass-premium." The range’s visibility has also been amplified to make it visible behind foggy freezer doors, which is typically where it would be stored.
Through this comprehensive design strategy, Team Elephant empowered Hungritos to make a strong debut in the consumer market. The engaging visual identity and captivating packaging graphics system not only established a distinct brand personality but also promised a delicious culinary experience.
By prioritizing clear communication and transparency, we built trust with consumers, while premium design elements elevated brand perception. The successful transition from B2B to B2C is a testament to the power of strategic design in propelling a brand towards success. We eagerly await Hungritos' journey in conquering the frozen snack category, one delicious bite at a time.