Popular snack brand Kurkure has unveiled a healthier variant. And along with it an all-new packaging, led by Pune-based Elephant Design.
As some of the innovations in shapes and flavours happened organically, the Pepsico India-owned brand relooked at the need for a cohesive brand architecture and visual language.
There were three significant tasks for this redesigning exercise:
- Enhance brand leadership, relevance and distinctiveness.
- Build an architecture that is able to create strong differentiation for categories
- And most importantly, help consumers navigate the shelf and pick the right snack of their choice
The concept was built around getting the ingredients in focus to enhance taste appeal with a larger than life shape of the product providing backdrop for play between products and ingredients. Every variant is called out in custom designed typography that also makes it ownable. Back of packs have been brought to life with custom-drawn illustrations of turning mundane encounters into fun moments by sharing the tasty crunchy snack.
While harmonising the entire portfolio in terms of messaging, tone of voice and visual language the Elephant team helped create  clear distinction within categories of collets, puffcorns, trangles and Indian savoury snacks.
Strangely, a PepsiCo India communique credits only global design group, head Mauro Porcini and Elephant is billed as an “external agencyâ€.