A TASTY OPPORTUNITY
When Nahara Foods first met with Kaleidoscope in 2010, they had an idea about making ethnic foods – particularly Indian Food - more accessible. Indian cuisine has had a place in British culture for decades, and now there is growing interest and awareness of Indian culture among the U.S. mass market. It has the highest projected growth among all ethnic segments. Additionally, close to 40% of the U.S. population is seeking meat-free options one or more times a week. These “flexitarians” are a growing consumer group and vegetarian, vegan and gluten-free diets are also growing in the US.
A TRULY UNIQUE PRODUCT EXPERIENCE
The concept fit a special spot within the consideration set, being much healthier than the mainstream consumer might believe. It’s high in protein and vegetarian. Also, the texture, preparation, and flexibility of use make it much more appetizing, allowing consumers to get the taste of authentic Indian flavors in a familiar, mainstream format. Reflecting on the difference that this product could bring to the market, the Kaleidoscope team jumped in and partnered on developing a brand strategy to be used as a guide for brand, naming, product, and packaging development. The driving brand essence behind all is “Accessible India.” This brand essence is a perfect fit to drive brand communications that speak to the core target – mostly women as well as men over the age of 25 that are adventurous, informed, responsible and healthy.
The concept fit a special spot within the consideration set, being much healthier than the mainstream consumer might believe. It’s high in protein and vegetarian. Also, the texture, preparation, and flexibility of use make it much more appetizing, allowing consumers to get the taste of authentic Indian flavors in a familiar, mainstream format. Reflecting on the difference that this product could bring to the market, the Kaleidoscope team jumped in and partnered on developing a brand strategy to be used as a guide for brand, naming, product, and packaging development. The driving brand essence behind all is “Accessible India.” This brand essence is a perfect fit to drive brand communications that speak to the core target – mostly women as well as men over the age of 25 that are adventurous, informed, responsible and healthy.
SCULPTING THE BRAND
The Jaali Bean brand name was inspired by the transformative idea behind the Hindi word jaali, which is used to describe the latticed screens typical of Indian culture. The meaning of the word jaali is transformative in nature - the idea of taking something hard (like preparing a homemade Indian meal) and transforming it into something beautiful, flavorful and intriguing. The name furthers the approachable sense of the product since, phonetically, it sounds like “jolly.” Jaali Bean became the new name of the company as well as the brand. The “Accessible India” strategy was the driving force behind all of the brand development decisions including product choices, the structural packaging choices, graphics and messaging. The lentil-based products chosen to go to market first could easily be eaten on their own, as a side or as a dressing. The package structures were made with consumer habits in mind. They clearly allowed the product to be seen and made it easy to access the product inside. And unlike other Indian foods on the market, the packaging graphics utilize an approachable design and contemporary palette, while all messaging is in consumer-friendly language versus traditional Indian terms.
The Jaali Bean brand name was inspired by the transformative idea behind the Hindi word jaali, which is used to describe the latticed screens typical of Indian culture. The meaning of the word jaali is transformative in nature - the idea of taking something hard (like preparing a homemade Indian meal) and transforming it into something beautiful, flavorful and intriguing. The name furthers the approachable sense of the product since, phonetically, it sounds like “jolly.” Jaali Bean became the new name of the company as well as the brand. The “Accessible India” strategy was the driving force behind all of the brand development decisions including product choices, the structural packaging choices, graphics and messaging. The lentil-based products chosen to go to market first could easily be eaten on their own, as a side or as a dressing. The package structures were made with consumer habits in mind. They clearly allowed the product to be seen and made it easy to access the product inside. And unlike other Indian foods on the market, the packaging graphics utilize an approachable design and contemporary palette, while all messaging is in consumer-friendly language versus traditional Indian terms.
SERVING UP SUCCESS
With the help of the Kaleidoscope team, the Jaali Bean brand came to life with a compelling point of difference and relevant dialog. Since launch, the brand has secured distribution throughout half the U.S. in major retailers such as The Fresh Market and Earth Fare.
With the help of the Kaleidoscope team, the Jaali Bean brand came to life with a compelling point of difference and relevant dialog. Since launch, the brand has secured distribution throughout half the U.S. in major retailers such as The Fresh Market and Earth Fare.
Learn more at www.thinkkaleidoscope.com
