The most interesting design challenges live at the intersection of contradictions.
For Marico Limited Saffola's Cuppa Oats, we faced a fascinating paradox: How might we create packaging that feels indulgent and convenient while subtly communicating nutritional benefits?
This project required us to reimagine category conventions altogether. Rather than building from traditional oats packaging architecture, we observed how younger consumers interact with on-the-go food products. The result merges the bold visual language of convenience foods with Saffola's trusted health positioning—creating something entirely new in the process.
Link to the Case Study
Transforming the Saffola Millets
How did Elephant transform Saffola Millets into a modern, must-have evening snack? Here’s the packaging story that sets it apart!
How do you position a healthy, traditional grain as a modern, convenient snack? For Saffola’s new millets range, that was the challenge we faced. At Team Elephant, we designed packaging that blends health with a fun, aspirational appeal, making millets exciting without losing Saffola’s core brand identity. The result? A dynamic pack that highlights the product as a quick, delicious snack—perfect for busy evenings or downtime in front of the TV. By focusing on vibrant colors, a fresh horizontal layout, and Saffola’s signature heart-shaped elements, we created a design that balances familiarity with innovation. Ready in 3 minutes, these millets are set to redefine the evening snack game!
We ensured the packaging not only captures attention but also connects emotionally with consumers,
In a market as dynamic as Kerala during Onam, where every brand vies for consumer attention, Saffola Oats from Marico Limited aimed to strengthen its market leadership with a design that truly resonates with the spirit of the festival. The challenge was clear: create a special edition pack that not only stands out but also reinforces Saffola’s presence. The team took this challenge to heart, choosing the 'New Beginnings' theme, crafting a design that celebrates the optimism and renewal synonymous with Onam. By weaving in vibrant cultural elements—like the iconic Vellam Kali boat race and the communal joy of festive meals—we ensured the packaging not only captures attention but also connects emotionally with consumers, making Saffola Oats the preferred choice during the celebrations. This design isn't just festive; it’s an exercise in packtivation and cultural relevance.
