Identity Design & Branding
Theplo
Keep eating Thepla
INTRODUCTION
Food (Sanskrit— bhojana, “that which is to be enjoyed,” Hindi— khana,) presents a way to understand everyday culture as well as the complexities of identity and interaction with other parts of the world that are both veiled and visible.
A recent survey, titled 'The Evolving Indian Palate' conducted by market research firm Ipsos, shed light on the same wherein it was found that about 79 percent of Indians prefer western food in their kitchens, at least once a week, which is mostly consumed during evening or dinner time as a full meal.
As per 70% of respondents, rather than being limited to occasions, western food is more likely to be a meal replacement owing to its ease of preparation.
A key trigger for the growing interest in western foods is the convenience with comments like
* Easy to cook
* Good to share with family and friends
* Enjoyed by children
* Good to serve to guests
PROBLEM
* Indians prefer western food to be a meal replacement (e.g. Snacking)
* Indian cuisine losing its importance
* Western cuisine has more health issues
* People find it more trendy and appealing to have western snacking food than Indian snacks
SOLUTION
* A new brand which is exciting and making one of our Indian snacks look good.
* The retail package is the advertising campaign.
* In a few seconds—at the point of purchase—the retail package must attract attention, tell the brand’s story and
evoke positive purchase interest.
S T O R Y B O A R D I N G
INSPIRATION - GUJARAT
The food of Gujarat – The jewel of western India
Mainstream Indian pop culture, primarily Bollywood, has given our country’s populace a relatively skewed representation of Gujarati cuisine. A state’s cuisine is heavily influenced by the geography, history, and culture of the region.
Mainstream Indian pop culture, primarily Bollywood, has given our country’s populace a relatively skewed representation of Gujarati cuisine. A state’s cuisine is heavily influenced by the geography, history, and culture of the region.
Located on the west coast of India and opening up to the Arabian Sea, Gujarat is a deeply historic region whose roots can be traced back to the Indus Valley Civilisation. Over the many centuries of its history, Gujarat has had a multitude of different rulers including the Marathas, Rajputs, Mughals, other invading Islamic dynasties, and the Mauryans. Being a significant port state, there have also been myriad interactions with various global cultures that have influenced the Gujarati way of life.
Another common theme running through Gujarati cuisine is the habit of snacking.
WHY THEPLA NEEDS NEW BRANDING ???
Thepla (Gujarati: થેપલા) is a soft Indian flatbread typical of Gujarati cuisine. It is typically enjoyed as a breakfast , or can be eaten for snacks with hot milk. It can also be served as a side dish with a meal, or as a snack in the late afternoon. Thepla can be made with wheat flour, besan (gram flour), methi (fenugreek leaves) and other spices. Thepla can be enjoyed together with dahi (yogurt), red garlic chutney and chhundo (sweet mango pickle).
BENEFITS OF THEPLA
* Assists In Weight Loss
* Enhances Skin & Hair Quality
* Boosts Immunity
* Improves Bone & Oral Health
WHAT ARE THE TOP BENEFITS OF BRANDING ???
* Connect With a New Audience
* Reflect New Goals, Products, Offers, or Values
* Emotionally connect target prospects with a product or service
* Motivate the buyer to make a purchase
* Create user loyalty
KEY INSIGHTS (PACKAGING AND LOGO)
* Packaging is not that attractive and appealing
* Product benefits are not presented
* People find it unhygienic with plastic packages
* The logo is not appealing
* Doesn't have good branding
C H A R A C T E R D E S I G N
C H A R A C T E R D E S I G N P R O C E S S
WHY CHARACTER (MASCOT) ??
Mascots are what they sound like – logos that are primarily dominated by mascots, or illustrated characters that are cartoon-like and fun. This type of logo is a strong brand spokesperson, as it often acts as the “brand ambassador”
of a business. Mascots are the world’s most family-friendly logo, and they’re all over the food scene for that reason. From Amul to Kellogg’s and Pillsbury, restaurants (including bakeries and cafes) tend to gravitate towards these logos, as they heighten the chances that children will want to eat there and beg their parents to take them along.
Using mascots in the food the industry is considered by specialists to be an effective marketing strategy. As in other industries, the fast-food sector uses mascots to build relationships with consumers on a more personal level.
WHAT IS KAWAII ??
Kawaii (Japanese: かわいい ) 'lovely', 'loveable', 'cute', or 'adorable') is the culture of cuteness in Japan.It can refer to items, humans and non-humans that are charming, vulnerable, shy, and childlike. Examples include cute handwriting, certain genres of manga, and characters including Hello Kitty and Pikachu.
The cuteness culture, or kawaii aesthetic, has become a prominent aspect of Japanese popular culture, entertainment, clothing, food , toys, personal appearance, and mannerisms.
L O G O D E S I G N
P A C K A G I N G
M E R C H A N D I S E
Good design differentiates a product from the competition. It contributes to a better user experience, higher customer satisfaction, and an enhanced brand image.
Images for rendering Courtesy - Google image
