Nature's Bite
Nature's Bite Dry Fruits & Makhana
Nature's Bite Dry Fruits & Makhana
Communicating a fun, young
product that is high on health, without compromising on taste.
Branding | Product Story | Packaging Design
Communicating a fun, young
product that is high on health, without compromising on taste.
Branding | Product Story | Packaging Design
Problem
Problem
The Indian mum is fast evolving from being the ‘martyr mum’ to wanting more for herself. Whether it’s building a career, pursuing a passion or just wanting to be friends with her kids, she is constantly looking for that balance. Being the ‘controller’ of most things and ‘policing’ her family’s choices, especially in the space of nutrition is an exhausting job. As kids grow older and are exposed to ‘cooler’ options, the power struggle becomes more real. She wants to be the ‘cool’ and ‘fun’ mum as much as the ‘good’ mum. She wants to be responsible, but she also wants to be indulgent. This need to find balance starts with her but goes into every choice she makes. We identified this as a need-gap in the snacking category where the decision of which snack to bring home rests on the shoulders of the woman. While she is concerned about giving her kids healthy options, kids are always looking for trendier, tastier junk food. And that’s where the quest for balance starts again.
Solution
We revamped the packaging and personality of the brand from being a ‘boring’ health snack to light and playful by designing ‘talking packs’. We wrote quirky ‘pick-me-up’ lines that spoke about how a bag of Nature’s Bite was good for you to take home. We gave the packaging a make-over by using vibrant graphics that celebrated the flavor profiles and ingredients. By changing the tone of the brand to a fun and tasty option in addition to being healthy resonated with mums and kids alike, making it a universal choice of snacks.
Packs that strike a balance between health and fun so as to appeal to both young adults as well as mothers.
