In a cluttered marketplace, the challenge for Interbrand was to develop a packaging for Godrej Tyson Ready to Eat range that stood out and created the brand experience long before the pack itself was opened.
Yummiez is Real Good’s brand of RTE snacks in the competitive Indian market. In a cluttered marketplace, the challenge for us was to develop packaging that stood out and created the brand experience long before the pack itself was opened.
Godrej Real Good Chicken – We launched this category creator brand
Real Good Chicken (Ready-to-cook range) – We helped evolve the portfolio into value added and further processed, when the challenge from the private labels made the business difficult.
Real Good Yummiez – We began by identifying the key growth avenues for the brand – children and young adults. “Playability” became a key value for the kid’s segment, while authenticity and source provenance were key for the adult segment. The packaging reflected the appropriate values, thus transforming into an effective brand experience tool. An illustration of how local art was used as inspiration to the new packaging design.
Real Good Yummiez (Cold cuts range) – In addition to being an evolution of their current visual architecture, this was also the launch of their cold cuts range.
Godrej Real Good Chicken – We have helped it retain its position of a leader ever since.
Real Good Yummiez – We continue to bring in experiential aspects of the new innovation through our packaging, so that the pack begins to work harder for the brand.
Real Good Yummiez(Cold cuts range) – The clean, fresh, all-white colour palette cueing morning freshness along with a breakfast table setting succeeded in creating a distinct look for this range.