Some More Foods

A ‘fun’ctional approach to designing a snack package

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As we started on the INAI project, I was a little apprehensive at the beginning as the timeline was short and this is the first time we were working with Frozen Iris. As it turned out, those apprehensions were misplaced and the end product was fantastic. It is not just about the end result, but also about how we got there. The process was systematic starting with a deep understanding of our motivations and ambitions with the center.

Once the leg work was done, the Frozen iris team laid out the frame work to evaluate the proposals that made it easy for my team members to go about in a disciplined way. This aspect is very important as everybody comes with their own thinking on such creative endeavours and it is very difficult to converge unless there is proper mechanism to guide everybody forward in the same path.

As is the case in any creative venture, we iterated lot more than we planned and had to take a few detours before arriving at the destination. The team was very patient and accommodative right through the whole journey. I would gladly recommend the Frozen Iris team for anybody embarking on a similar pursuit.

Konal Varma
CEO, INAI

Services
Package Design
Sector
F & B
Company Stage
Early, Private
Timeline
2 months
Year
2021
Project Type
Short term-basis

About

Some More Foods

SomeMore Foods  is an organic food brand that specialises in making a range of readymade food like baby food, healthy mix, millet noodles, millet sevai, puttu mix, and so on. Started in 2013, SomeMore Foods  products are now available across 15 plus pediatric hospitals and in more than 100 stores in Tamil Nadu. SomeMore Foods uses traditional methods to manufacture their products- they are free from additives and preservatives and explores the usage of micronutrients that meet FSSAI standards. The organization hopes to develop into a go-to brand for organic food for all age groups, from infants to the elderly.

Objective & Challenges

Revamping the existing label design and adapting it to a box through disruptive design. Developing a packaging design that can cater to a wider range of audiences from established buyers, millennials to the elderly while simultaneously conveying the uniqueness of the cookies’ flavours.

Domestic and Global Audience

Packaging that works well for domestic markets need not necessarily work well for a global audience, hence, the packaging design needed to cater to both the demographics/ markets.

Highly Competitive Market

With the emphasis on health and wellness lately, it was a challenge to place Some More Foods Millet Cookies stand out from the plethora of brands that focus on healthy snacking.

Positioning Health in the Fun Segment

Healthy is not always fun, is it? We added a bit of fun to a healthy packaging, transforming the way the snack is perceived- thereby leading to higher conversions.

Intense competitor analysis for both the domestic as well as global markets was one of the primary steps we took up in the design process. Emphasizing the ‘fun’ part of healthy cookies through a radical colour palette, minimal and light approach that accencuates the clean ingredients list,  packaging that is fun for everyone handling the boxes in the supply chain as well as a design that is easy on the eyes, leading to higher conversions were weighty points that we considered.

Result

We believe that packaging design is more than just a graphic that wraps the product. A product’s packaging is an experience in itself. Through this project, we came up with the concept of making the packaging an exciting experience for everyone involved in the process of packaging, displaying to shopping. It can be quite overwhelming for the buyer to choose a product out of the many healthy options now available- SomeMore Foods Millet Cookies packaging simplifies the process and eases decision making by conveying minimal and important information that is succinct and relevant, through an exhilarating design. Developing an unconventional colour palette to suit the unique flavours of the product, puts the product in the forefront to the potential buyer. We also went a step ahead and made the packaging easy to be used across different marketing collaterals, including digital marketing, where visual appeal is a prime objective for increased conversions. ‍
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Project Team

We pride ourself on this in-depth exploration of various elements that formed this book. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.
Harshini
Sr. Graphic Designer
Harish Venkatesh
Founder & CEO
Vignesh Arullingam
Sr. Content Writer

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