Packaging in a

In a world where consumerism reigns supreme, Packaging is playing out many roles. It is the Brand's silent ambassador. An influencer. A storyteller. At a crowded supermarket, where countless options are vying for attention - innovative packaging is spelling the new rules in the Branding game. And here, the fight is not won with brute force, but with a strategic blend of logic and emotion.

CASE STUDY

This is where a product like Funaxx - a new entrant in the crammed Indian Namkeen segment must triumph with the help of strategic design and emotional connect.

CHALLENGE

IN A SEA OF SAMENESS

'STANDING OUT'

The challenge was to differentiate Funaxx in a marketplace dominated by key players.

SOLUTION

HOW DOES ONE PACKAGE OUTSHINE ANOTHER?

THE ANSWER USUALLY POINTS TOWARDS AN EMOTIONAL CONNECTION WITH THE CUSTOMER

We developed a distinctive animated face with a wide smile, literally "devouring" the product. This playful image embodies the brand's name, injects positivity.

EXECUTING THE VISION

#1

Market Research

We took a strategic approach, starting with Market Research. We conducted a thorough analysis of the existing Namkeen market to understand current trends and competitor strategies. Understanding the natural reading sequence of the category, where customers process messages in a certain order, was crucial.

#2

Recognizing the need to stand out, the team prioritized a unique visual identity for Funaxx.

#3

The smiling face, paired with colours reflecting ingredients (brown for channa, red for bhujia), created a memorable and brand-consistent design. Further - an open mouth, stuffed with the actual product went further to complement the ‘stuffit’ punchline

Understanding the Shopper

Differentiation

Making the Design stand out

Memorable Packaging

Telling the Story as it is

OVERCOMING HURDLES

The design process wasn't without its challenges. Initially, the team explored various name options like "chaakhan raja" and even playful names like "chal bro." The animated face also faced a brief legal hurdle due to a perceived resemblance, but ultimately emerged victorious.

These creatives were explored, but didn’t make the cut

FUNAXX DESIGN ASSETS

Funnax's launch has been a resounding success. The unique packaging, designed by And Creations, has captured consumer attention, and the initial batch sold out much faster than anticipated. This is a testament to the power of a strong Brand Identity and strategic design in a competitive market. Funnax serves as a perfect example of how Packaging can transform from a container into a silent ambassador, influencing purchase decisions and creating a lasting Brand impression.