Tata salt Packaging
B R A N D I D E N T I T Y / P A C K A G I N G S Y S T E M / I L L U S T R A T I O N
I was more than excited when I was asked to redesign the packaging for a legacy brand that is present in almost every single kitchen in the country. Tata is India’s most trusted and leading salt brand. It shares 62% of the total market share. Sells more than 77 lakh packs per month across the country, sold through over 12 lakh retail outlets reaching 50 million households across the country. I would like to thank Elephant Design for giving me the opportunity.
Designing the packaging for Tata Salt was a big responsibility since the brand recall was incredibly high. A Tata Salt package had some very strong elements of familiarity in the consumers mind. I had to be mindful of those and yet infuse a new personality to make it more relevant to the times and consumers.
The objective_was to Overall upgrade and contemporarize the brand imagery with out distorting the identity to resonate better with changing consumer trends and habits. Create a uniform and consistent packaging system to appear cohesive and enable future extensions.
The Approach_taken was to Retain existing colour palette for familiarity. Bring forth the vibrancy and happiness quotient through pack story and graphics. Create a distinct packaging system with ownable branding device and uniform pack elements.
I partially changed the typeface of the brand, making it approachable to the consumers. The word “salt” was humanised with a handwritten typeface while the Tata logo was maintained.
We needed to find a solution that would be a fit with every segment of consumers and yet not alienate the current set. A simple and effective solution was to represent in a minimalistic way what every kitchen looks like. I used simple graphics to connote kitchen tools while enclosing the identity in a pan. This formed a cohesive system for the whole salt portfolio.
Each variant has a different treatment, with the same concept. The entire range is bound within a family, keeping the recall value high while modernising the brand.
