Get acquainted with
the exotic world
of nourishing mushrooms
Prevailing Scenario
Most homemakers are at their wits end when it comes to whipping up interesting easy to cook cuisine/recipes for their family
The challenge is further compounded when the food is expected to be tasty, fancy, nutritious and healthy too
Most foods don’t address every family’s nutrition/health requirements
the exotic world
of nourishing mushrooms
Prevailing Scenario
Most homemakers are at their wits end when it comes to whipping up interesting easy to cook cuisine/recipes for their family
The challenge is further compounded when the food is expected to be tasty, fancy, nutritious and healthy too
Most foods don’t address every family’s nutrition/health requirements
Founder’s Quest
This led to the founder scouting wide, leaving Indian shores, digging deep and unearthing an exotic range of dried mushrooms from responsible farmers
Introduce a novelty of sorts and a welcome relief from what’s consumed regularly in Indian homes
This led to the founder scouting wide, leaving Indian shores, digging deep and unearthing an exotic range of dried mushrooms from responsible farmers
Introduce a novelty of sorts and a welcome relief from what’s consumed regularly in Indian homes
The Promise
Ensuring consumers have access to the innate power of exotic mushrooms that can address key nutritional gaps and deficiencies
A unique line-up that is irresistible in taste, exotic in appeal and assured to add excitement to kitchens and dinner conversations
Plus, the convenience of lending itself to complete meals that can be whipped up in quick time
Task
The budget was shoe-string but the task was to be aspirational and premium from day one
Create a distinct personality and tonality for the range of premium. A-grade exotic dried mushrooms
Promote sustainable plant-based eating
Primary Deliverables
Brand name/visual identity/umbrella packaging with colour coding cues for variants
Packaging goal
Breed familiarity/educate/arouse interest/promote taste/persuade trial and reassure concerns
Name inspiration
Mushroom+ Exotic variants + Discovery + Exciting new flavours
Distilled Essence
Mesmerising flavours of exotic mushrooms that will add fresh zing to your cooking and plates Thus, emerged a new coined word “Mushmerizing”
Mushroom+ Exotic variants + Discovery + Exciting new flavours
Distilled Essence
Mesmerising flavours of exotic mushrooms that will add fresh zing to your cooking and plates Thus, emerged a new coined word “Mushmerizing”
Visual identity
Raw yet refined overarching image of a mushroom that will house many exotic variants
Mnemonic shape of the mushroom doubled up as the first letter ‘M’ in the Mushmerizing
Sleek contemporary font family created instant aspiration
The tagline gave a clear promise as a benefit
Packaging
A very minimalistic, clever packaging design that employed less material resources and costs
Chic neon shades gave it an instant, distinct upmarket exoticness
Half transparent pouch encased by a half design printed flap fitted seamlessly
The front of the pack clearly set the tone and personality and the pack’s reverse revealed a lot of product/consumer relevant information
The refreshing shapes and character of each mushroom variant was clearlycaptured with stunning imagery
Besides ensuring usual hygiene information, the packaging also conveys each exotic mushroom variant’s type/potency/taste/health benefits prep-prepping rehydration methodology/cuisine versatility/country of origin/storage guidelines/QC..
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