Britannia Industries is one of India’s leading food companies with a 100 year legacy. Britannia is among the most trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.
The brief was to redesign their old packaging which was called “Britannia Rusk.” The challenge was to retain its essence while making the packaging look younger and rebranding it as “Britannia Toastea”. I approached it by creating a story around tea time as that is the most popular way of consuming the product. The story was created by illustrating the elements where as the ingredients from the product were photographed to create a contrast. The brand identity of “Toastea” is playful and legible. The letter “S” is shown as steam coming out of the tea cup. The red enclosure is a depiction of the toast itself which has been bitten into.
