ROYAL DELICACY

Imagine the joy and relief of finding a familiar symbol from home in a foreign and unfamiliar setting. Emigrant South Indians often have to reconcile in a new land while missing delicacies from home. The expanding market size of exported regional Indian cuisine directly reflects the rising NRI presence in Europe and the Middle East. What better visual than one’s mother tongue to arrest attention and bring back memories to forge an emotional connect.

SERVICES

Rebranding

Package design

BRAND REPOSITIONING

The NeST group of companies, headquartered in Cochin, Kerala, started in 1990. Very few companies in Kerala have such versatile services as NeST. The competencies of the group span across software, electronics manufacturing, education and training, and food and beverage industries. Nest's Royal Delicacy is a new line of South Indian delicacies that include more than a hundred RTE (Ready to Eat) and RTC (Ready To Cook) products falling under

multiple categories like snacks, side dishes, curry mixes, frozen cut vegetables, savouries and sweets. Positioned for foreign markets, our packaging design helped the company set a firm grip on European, and Arab markets. We were able to successfully deliver a 900% growth for the business by way of a strong visual strategy that we have outlined below.

LASTING IMPACT, HERALDING GROWTH

Repositioning of the Royal Delicacy brand has been successfully achieved with a compelling visual do over. The first container containing 49 products shipped to the UK was quickly followed by 2 more additional containers after the first month of its launch. The company has even extended its reach by shipping a few products to the UAE market.

From not getting enough orders due to a saturated competitor presence, today Nest Royal Delicacy is trying hard to keep up with new orders like never before. It would be safe to say that Bblewrap’s packaging design and strategy coupled with high product quality has conquered the hearts of the South Indian diaspora abroad.

STRATEGY & DESIGN

Language is one of the most visible graphics to identify geography, especially in South India, with each state possessing distinct scripts. Targeted at Keralites who have left home for foreign lands in search of a better life, our strategy while designing the package for NeST’s Royal Delicacy was to leverage the impact generated in a homesick user upon seeing his language in a place where it is not prevalent.

COLOURS

Aesthetic Malayalam typography that translates to "Treasure Trove of Delicacies" is an ode to Home for those who miss their roots. When represented among other products, that too in a foreign market, our design translated recall of one’s formative years into pride for one’s culture and heritage. Directions of usage were provided in German, French and English for the European market and in Arabic for the GCC market.

Our packaging strategy ensured that multiple categories of products, each unique in shape and form can be easily blended with the design. An efficient design system is paired with changing product images, names and allied information. The primary design serves as a subtle yet strong backdrop and offers enough room for each product to hold its identity and distinctive characteristics without getting compromised.

PRODUCT STYLING & SHOOTING

A 2-week long product styling and shoot preceded the packaging design. Samples of all products were listed, grouped and scheduled for styling and product shoot at the NeST SEZ office kitchen. 10 - 15 products were covered in a day.

White background, top-angle shots and lighting were kept constant and standardised for the packaging design. When your product line consists of over 140 products and that too across various sizes and price ranges, a product catalogue comes in handy.

PACKAGE DESIGN

Royal Delicacy's range of products was packaged in pouches of 3 sizes while the rest were packed in duplex paper boxes. RTE and RTC products had separate sizes of packaging. Meanwhile, Indian breads like chapathi and porottas came in different sizes. Vacuum-sealed packets enclosed in standardised paper boxes were designed for easy stacking and store-friendly packaging.