Revolutionizing Packaging Design: The Daily Breads Story

ELEPHANT DESIGN PVT LTD's Innovative Approach to Packaging Design Wins Silver A' Design Award

The inspiration behind the design was the changing lifestyle and attitude of the consumer. Recognizing that many consumers lead stressful lives with little time for mindful shopping, ELEPHANT DESIGN PVT LTD sought to create packaging that would connect with consumers on an emotional level, helping them make informed decisions rather than impulse buys.

The unique properties of the design lie in its ability to weave the product window into the story being told on the packaging. This approach allows each variant of the product to tell its own unique story while maintaining a cohesive brand and packaging visual language. The visual language is based on hand-drawn, grungy, and un-engineered elements, creating a sense of natural, earthy ingredients that promote a healthy lifestyle.

The design realization technology presented its own set of challenges. The deep earthy brown color, which is unusual in a category dominated by whites, browns, and blues, had to be paired with vibrant colors to create a delightful range of products. Achieving the right vibrancy of colors on the transparent base was a significant challenge, but through multiple iterations and print runs, the team achieved the desired impact.

The design project, which ran from June 2015 to February 2016 in Pune, India, was based on extensive research. The research highlighted that bread is a very functional staple in the Indian consumer's mindset and that the category does not enjoy much brand loyalty, being driven by availability and impulse. The challenge was to devise a visual language that would work across all formats of bread in the portfolio and yet be relevant individually.

The design was awarded Silver in the A' Packaging Design Award in 2017. The Silver A' Design Award is awarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.

In conclusion, ELEPHANT DESIGN PVT LTD's innovative packaging design for Daily Breads demonstrates the power of design to connect with consumers on an emotional level, create a strong brand identity, and promote healthy lifestyle choices. The design's success in winning the Silver A' Design Award is a testament to the team's creativity, technical expertise, and commitment to excellence.