Services
Branding
Visual Language
Food Photography
Packaging
Year
2024
Making the Right Choice: Branding ITC RightShift
We were commissioned by ITC Foods to develop a premium range of staple foods aimed exclusively at individuals aged 40 and above popularly known as the super agers. Our comprehensive involvement spanned from naming strategy to packaging design, food styling, and brand guidelines. Our mission was to create a brand that resonates with this demographic, emphasizing the importance of making the right dietary choices for a healthy life.
The challenge was to create a brand that would stand out in the crowded staples market while specifically appealing to the 40+ demographic. We needed to highlight the benefits of these staples and the importance of making the right healthy food choices.
Through extensive market research, we gathered insights into the preferences and motivations of the target audience. We focused on their desire for healthier, more nutritious food swaps and the importance of clear, honest communication about product benefits
Crafting the Brand
Naming Strategy We brainstormed and tested various names, finally selecting one that urges one to make the right shifts well in time. The chosen name reflected the brand’s commitment to helping people make smart choices for their diet and lifestyle.
Brand Storytelling The narrative centred on the idea that after a certain age it is a pivotal time to start prioritizing health. We emphasized the importance of making informed food choices to enhance quality of life and well-being.
Designing with Purpose
Packaging Look and Feel We designed packaging that was both attractive and functional, using a clean, sophisticated aesthetic. The colour palette and typography were chosen to convey trust, quality, and simplicity, making it easy for consumers.
Food Styling We conducted a shoot that featured beautifully styled food, showcasing the freshness and quality of the staples. The imagery was crafted to be appealing, highlighting the possibilities of delicious and healthy meals.
RightShift by ITC Foods has been well-received in the market, with consumers appreciating the clear, honest communication and appealing packaging. The emphasis on making healthier choices resonates strongly with the target demographic, leading to increased brand loyalty and sales.
This project showcased our ability to create a brand aligned with business objectives and strategy. As brand custodians, our role is anything but transactional with our clients and this project was a demonstration to this commitment.