snapin_covertop

SNAP!N

Branding, Packaging

CLIENT & BRIEF

Duval Enterprises Pvt. Ltd. is a leading manufacturer and supplier of flavour mixes, spices, and herbs. They manufacture under the consumer brand - Snapin. In the eight years since they began, Snapin has established a wide range of products, a stronghold in their category, and few innovative sub brands. When Snapin needed a fresh position and look, they asked us to lay the foundation for a brand that would be able scale to both mass & premium mass markets with ease.

CONSUMER RESEARCH

CONSUMER RESEARCH

We conducted three months of focused consumer research and discovered that while trying new foods and recipes is a lot of fun for some, it can be an anxious foray into the unfamiliar for many. Snapin’s target audience were aspirational, but needed a helping hand. Snapin was the perfect brand to be their cheerleader.
We wanted to craft the world of Snapin to be one in which people could experiment boldly without the fear of failure and be ready for the admiration that followed.

snapin_section1right
Objective

Craft a vibrant brand and narrative to help Snapin transform the culinary experience for its consumers.

Craft a vibrant brand and narrative to help Snapin transform the culinary experience for its consumers.

Snapin’s logo needed an update. Rather than a whole new approach, we retained the classic aesthetic of the old logo, which was clear and legible, while softening and refining the type itself. We also decided to focus on the word "Snap!" to add a hint of action and fun, and make the brand name easier to pronounce.

snapin_section2

+ Clear and distinct

+ Legible

+ Classic style

+ Expressive Concept

+ Focus on the “SNAP!”

+ Easier to pronounce

+ Softer and friendlier

+ Retains brand equity

Continuing on this theme of self-expression, we realised that Snapin needed to be about more than just culinary flavours; it needed to be about the "flavour" every individual brings to everything they do. With a little brainstorming, we came up with a fresh new tagline and point of positioning - "Say it with Flavour".

snapin_section4
snapin_section5
snapin_section6
snapin_section8-2

We developed clear visual identifiers in packaging for better brand recognition.

We developed clear visual identifiers in packaging for better brand recognition.

snapin_section12-3

The label shape we designed became Snapin’s unique brand asset; one that was completely their own, yet flexible enough to be applied to any product category that the brand ventured into. Our label explorations helped us embrace the 'beautiful constraint’ of the Snapin bottle and create designs that were in sync with the brand personality.

snapin_section9

CONSUMER IMPRESSIONS

"I quite like their packaging! It's eye-catching." 

"That brand with fun green herb bottles?"

"It's a fun bottle, I use their Instant Garlic and it's easy to spot on the kitchen shelf."

snapin_section13-1

We decided to own Snapin’s unique bottle design and developed a new 'hexagonal' label shape to replace the awkward geometry of the older style. Based on insights from consumers, we retained the masthead logo approach and easily legible product name. We also added to the ranges' "pick-me-up" feel by updating the bright product palette and changing to coloured caps that would stand out on the shelf. Adding a cap sticker with the product name and shortening the label to show more of the product added important functional value.

snapin_section10-2_snapin_section10left2
snapin_section10center
snapin_section10right

OLD

NEW

We discovered through our research that Snapin always stood out from its competitors because of the clear, non-intimidating visuals of the product’s ingredients on the bottle. These visuals gave consumers a sense of comfort when they were buying unfamiliar spices and herbs. We defined new guidelines for the imagery, added an expressive doodle component, and carefully sourced and shot imagery that did justice to the delicious food made with Snapin's products.

snapin_section11

The new back of pack was designed with as much attention to clarity as the front, and we made sure that each product had its own fun description in the new Snapin tone of voice - playful, uplifting and persuasive.

snapin_section14
snapin_section15
snapin_section16
snapin_section18
snapin_section19-1

CLIENTS SPEAK

We worked with TOD to update our brand position and packaging design. It turned out to be a great partnership. We not only got the desired outputs but also learned more about our consumers.

The team asked the right questions and were able to translate the brand ethos and personality into the packaging. 

The team asked the right questions and were able to translate the brand ethos and personality into the packaging. 

The minutiae of all aspects of the design work was taken care of. I commend them and look forward to working with them on the next project.

Dhruv Pahwa
SNAP!N (Duval Enterprises)

DESIGN FOR MARKETING

Our communication collateral was designed to reflect the new energy & vibrancy of the brand and product range.

DESIGN FOR MARKETING

Our communication collateral was designed to reflect the new energy & vibrancy of the brand and product range.

DESIGN FOR MARKETING

Our communication collateral was designed to reflect the new energy & vibrancy of the brand and product range.

DESIGN FOR MARKETING

Our communication collateral was designed to reflect the new energy and vibrancy of the brand and product range.

snapin_section20-1

We also named the hero product sets to preserve the new brand tone of voice, and created fun type lockups that could be used across communication. Along with our bright palette and energetic imagery, this made for punchy yet relatable communication.

snapin_section21left
snapin_section21center
snapin_section21right
snapin_section22
snapin_section23topleft
snapin_section23botleft
snapin_section23topright
snapin_section23botright
snapin_section24a
snapin_section24b1
snapin_section23
Indian Express iPad news app design

Previous

Previous

Indian Express

Indian Express

thot_thumbnail

Next

Next

The House of Things

The House of Things

© 2018 Thought Over Design

© 2018 Thought Over Design