Problem
A packaging assignment for a potato mix and a range of processed vegetable foods. The promoters vision flies the flag for vegetables specifically, and bemoans the lack of healthy eating due to the pressures of time on the homemaker.
Brand thinking
Of the many virtues of potato mix, savings of effort and time emerged strongest. The approach is to younger homemakers, and stresses familiarity over newness, and functional utility over elegance, leaving it to advertising to communicate any novelty.
Design
The range name Vegit was chosen to semantically and phonetically suggest efficiency. The ‘Just add water’ line was developed. The colour is a key part of the personality, and radiates the energy and optimism of the housekeeper. Soft edges, 3D forms round off the effect.
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just vegit. instant potato mash enters the hassled homemaker’s heart
Packaging designed for a potato mix, and a variety of processed vegetable foods with the vision of promoting healthy eating through vegetables specifically
many virtues one mix
The potato mix emerged as a powerful product for saving the time and effort in the kitchen, especially for the young homemakers. It emphasises on familiarity and utility over elegance
speedy efficient & simple
Vegit was chosen to semantically and phonetically suggest efficiency. The yellow colour is a key to the personality of the housekeeper that radiates energy & optimism
sharePartner-in-charge & Creative Director Itu Chaudhuri | Art Director Lisa Rath | Design Concept, Development & Production Avantika Agarwal | Creative Photographer Pradeep Dasgupta
