Press Release

Marico partners with Elephant to bring Saffola Fittify Gourmet to life

Section :Other Briefs, Category : Marketing

Press Release
Marico & Elephant Design
National, March 06, 2019

As staying fit has become the top priority, more & more health conscious people are making informed lifestyle choices.

They are willing to make small changes in their diet & routine to stay fitter. However, they are at a loss when it comes to action as there is information overload on the internet, and yet much of it is not applicable. These are exactly the people Saffola FITTIFY Gourmet range has been created for.

Since the portfolio consisted of diverse products across multiple formats, and many of the products were being introduced for the first time in India, the prime challenges to be solved through packaging: when every food product is claiming to be healthy, how do you amplify the genuine health quotient?

Create clear & consistent architecture across the portfolio with well-defined and relevant information hierarchy that would answer most FAQs about the products.
Add meaning to the brand and packaging through ownable colours, substrates, words & icons that would be category creators.
Enhance the taste quotient and remove any doubts about whether the products are delicious or just healthy.
Help consumers navigate the shelf & pick the right product for its desired impact in their fitness regime.
Every surface on the packaging has been used meaningfully to boost the benefits of ingredients and also the thought behind the creation of this range.

Time for a Hi-Protein meal already!