Changing food and expectations
The 2007 Pixar film, Ratatouille brought us the message, “Anyone can cook”. A decade later, in the age of MasterChef and #foodporn this has never been truer. Godrej Nature’s Basket’s (GNB) is the pioneer of premium, world food offerings in India. From a single store in Mumbai in 2005, GNB now holds an omni-channel retail presence with their online portal and mobile application. Backed by the Godrej promise of quality products and trusted service, GNB has come a long way to become the go-to destination for gourmet grocery in India.
By Ronita Mukerjee
The culinary world has always fascinated me. After watching Sarah Graham’s Food Safari, I ordered my first Lodge cast iron skillet. These days if I am not wearing the brand consultant hat, you will find me curiously researching and shopping for the next big meal I plan to make. During my last holiday in Cambodia, apart from visiting temple ruins and museums, I managed to squeeze in a cooking class as well. Pure delight! What was even more interesting was the ‘aha’ moment I had. A revelation of sorts. There is so much marketeers can learn from cooking. And then apply that knowledge to building their brands.
Hard to believe? Let me explain.
Making an iconic brand the first choice for Millenials, Landor created the new packaging designs and portfolio structure for Mother Dairy’s dahi range.
It was a Saturday evening in Goa. The breeze had calmed the tropical weather and the crowd was restless with anticipation—the Kyoorius Design Awards ceremony was due to start. The late nights, the photo shoots, the multiple revisions of the designs; the blood, sweat, and tears of the team had boiled down to this one moment—was it going to be us?
Kyoorius Design Awards, the foremost creative awards for design and visual communication in India, were conceptualized in association with D&AD to honor and award the most outstanding work in the industry. The judging panel is selected in collaboration with D&AD and consists of top creatives from around the world to ensure the highest standard of judging.
Every year Kyoorius hosts a three-day event in Goa where hundreds of industry professionals gather to create a truly inspiring space. Ideas are exchanged, work is critiqued, and new associations are formed. At the end of the three days is the award ceremony where the outstanding works of the year are given recognition.
Our year had come. All the hard work and dedication finally paid off—Landor Mumbai was the proud recipient of two Blue Elephants, the symbol of the highest creative achievement. We were awarded the Blue Elephants for packaging design and the craft of design for our work for Miss Chhotee’s.
Miss Chhotee’s range of home-style sauces was born from the creator’s love for food, travel, and art. True to origin, the creator used authentic ingredients and local recipes that were collected during her travels. Our design takes inspiration from the patterns intrinsic to the art and the architecture of the countries where the sauces originate; the team brought the patterns to life using the ingredients found in each recipe. These unique label designs have managed to create instant recall on shelves and an instant aspirational appeal for Indian consumers who crave global flavours.
To add to the sweet victory, our book cover design for Crime and Punishment garnered us two in-book awards.
The excitement and energy are still running high from our recent achievement and we cannot wait to grow our animal kingdom.
See more of our work on: landor.com/work