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Sabi Foods

A touch of tradition.

Name: Litmus Branding Private Ltd.
Address: Camex Complex, 4th Floor,401, Stadium, Commerce Six Rd, Navrangpura, Ahmedabad, 380009, IN
Telephone: 99984 12378

Year

2015

Services

Photography
Print Media
Packaging Design

Challenge

Pattu, a brand by Sabi foods, wanted to redesign their packaging in a manner that their presence in a foreign land would still reflect the culture and tradition of India.

Selling Indian products in Malaysia, Singapore, Indonesia & Australia, with India's touch was the ambition. The FMCG market in these countries was full of CTC (Chilli, Turmeric, Coriander) brands both local & international and Pattu wanted to stand out in this space. Doing this was a challenge for the client and cracking the answer to this question was the challenge for us.

Insight

To establish Pattu as a brand deep-rooted in culture, we focused on an approach that presents the brand coming from this very land of spices, India. We understood the need of using shapes, forms and colours that represents traditional Indian culture.

'Touch of Tradition', Pattu's tagline, was the base of all our brainstorming activities. Also, there were products that were beyond Indian cuisine, and so it literally had to be-just a 'touch', and not anything overpowering.

Solution

We started with food photography for Pattu and hired one of Mumbai's most experienced food photographers. This resulted in the representation of the product in the most authentic manner possible. Next, we introduced ornamental designs in the packaging to achieve just the right level of Indian feel.

This was just the beginning of many more projects that followed later on. Further, Pattu's identity was also translated into their newspaper ads, magazine ads, POS materials, and their vehicle branding.

Pattu's has been a journey of creating uniqueness and consistency across all categories under its umbrella.