Tiger partners with Elephant Design

30 Nov,2012

By A Correspondent

 

Premier design firm Elephant Design has conceptualized and designed the new brand identity and packaging for Britannia’s Tiger Glucose & Creams range of biscuits with a strong proposition of growth nutrients. Elephant Design has conceptualized and designed the new brand identity and packaging.

 

Ashwini Deshpande

“When redesigning a large popular brand like Tiger, one has to layer the packaging communication in a way that announces the new story delightfully, and yet does not alienate existing consumers.” says Ashwini Deshpande, Founder Director, Elephant.

 

Elephant has managed to do a fresh take on “growth promise” through a mnemonic and dynamic arrow that clearly connotes visible growth, informed Ms Deshpande.

 

For a brighter and smarter appeal, Elephant team fine-tuned the Tiger palette of red, blue and white. The product promise of 25% Daily Growth Nutrients was picked up and amplified on the pack through a mnemonic that was supported by RTBs of Iron, Calcium, Folic Acid and Vitamin A & D.  The brand identity has been revamped to look cleaner and contemporary with 3D white letters encased in blue. Since Glucose biscuit is a well-known product format, it is showcased on the pack only to retain the familiarity. However, for Tiger Creams, product shots are used as an opportunity to appeal to kids with taste & fun quotient.

 

Talking about the design strategy, Mayuri Nikumbh, Principal of Packaging Design practice at Elephant said, “We tried to probe what mothers look for when they are making important everyday decisions towards growth of their children. Our insight led us to communicate the fact that a simple Glucose biscuit could actually play such a positive role in growth and with proper choice, one could derive significant benefit for a growing child.”

 

Said Anuradha Narasimhan, Category Director (health and wellness), Britannia said about the Tiger relaunch: “It was a challenging brief that we gave our design agency. To bring in credentials and nutrition to a brand design that used to stand for fun and energy, while maintaining continuity and recognition. I am delighted that Elephant Design brought in the growth story with the right confidence and credentials and managed to carry it through the entire portfolio of Tiger Glucose, Krunch and Creams. I am sure the brand will come together and stand out in a crowded retail space”.

 

Britannia has partnered with Elephant since 2006 as its primary packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes dahi and flavoured yogurt.

 

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