Saffola engages Bluemarlin to create packaging for new cereal range

“Entering the breakfast category was an exciting and natural move for Saffola given its strong health equity,” said Sameer Satpathy, EVP and business head, Marico India. “We had gone about it in a phased manner over the last three years, launching one product after another. It was important to consolidate the packaging of the range so it appeared as a unified family and leveraged the new proposition. The new design by Bluemarlin captures Saffola's strong health credentials in an accessible way, communicating wholesomeness and deliciousness to all members of the family.”

Bluemarlin’s Bath studio was tasked with the creation of a design solution leveraging Saffola’s heritage, with connotations linking to its expertise in health. Hitting the shelves in India this month, the packaging had to appeal to Indian mothers looking to provide their families with a breakfast that is delicious as well as nutritious.

The shape of the previous logo, which represented care, has been opened up and now takes more prominence on the pack. Golden ribbons aim to convey the brand’s optimism with product photography used to provide taste appeal.

Anne Rowe, design director at Bluemarlin Bath, added: “The breakfast category in the India market is growing, but still relatively underdeveloped. Thus, this was a great opportunity for Saffola to set itself apart from the rest. Instead of the formulaic fields of oats, the new design is bright, lively and relevant to modern Indians and their focus on the future.”

The new branding aims to create an emotional connection with consumers for the range which includes plain oats, savoury oats and muesli.