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.
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’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.
+ Clear and distinct
+ 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".
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.
"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."
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.
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.
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.
SNAP!N (Duval Enterprises)
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.