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Article | July 15, 2014
Heart symbols convey health credentials of oat-based cereals
Package graphics created for the Saffola brand of oat-based cereals are designed to convey the optimism of the brand for health-conscious Indian consumers.
India-based health-food brand Saffola has introduced a vibrant new 2D/3D package for its line of oat-based breakfast cereals designed by branding and design agency bluemarlin. The 26-SKU range, which includes plain oats, savory oats, and muesli, hits shelves in January 2014.
Saffola is best known for the health benefits of its premium line of edible oils. The Marico-owned brand identified the opportunity to extend this core strength by developing products for other relevant categories with the new and compelling positioning, “Taking care of your health gives you the advantage to embrace life’s possibilities.”
Bluemarlin’s Bath, England, studio was challenged with creating a design solution that leveraged Saffola’s heritage, connoting their expertise in health for a more positive and fulfilling life. Packaging 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.
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Bluemarlin focused on clearly defining a visual space that Saffola would own. The shape of the previous logo, which represented care, has been opened up and now takes more prominence on the pack. Created with thin golden ribbons and featuring bursting rays of sunshine, it was designed to convey the optimism of the brand, while delicious photography of the product provides taste appeal. According to bluemarlin, these elements work together to create an emotional connection with consumers, assuring them that with Saffola, they can nurture and love their families well.
This universal symbol has also been elevated to prominence in Saffola’s new light-weighted tub of oats. Far removed from the industrial tubs Saffola used previously, the ergonomic structure features a red heart graphic at the center of the pack, reflecting the brand’s premium offering and health benefits.
“The breakfast category in the India market is growing, but still relatively underdeveloped,” comments Anne Rowe, Design Director at Bluemarlin Bath. “Thus, 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.”
“Entering the breakfast category was an exciting and natural move for Saffola given its strong health equity,” comments Sameer Satpathy, EVP & Business Head, Marico India. “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.”
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