Young Designers 2010

 
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Mukta Limaye
Design for Retail Experience | PGDPD
mukta_l@nid.edu
 
Rebranding and Packaging for Sunrise foods Ltd.
 
Guide Manoj Neelkanthan
Sponsonr Sunrise Foods Limited
Keywords
> Brand
> Packaging
> Message
> Content
Sunrise is a leading brand of spices in West Bengal. It is a regional brand and has a vision to expand as a brand for the whole of India. I took it up for my diploma project with the expectation to see my work reach every household in the state. Besides, when I saw their present packaging I knew that it had a lot of scope for improvement because as a brand they did not seem to match up the design qualities of a well established brand. There was a definite need to revamp their brand communication. I therefore proposed them to change their branding as the real problem was not packaging but deeper in the foundation of the brand. This proposal was accepted by the client. Research study brought more clarity on their brandís core idea, brand promise, and message. Next step was to design its visual communication with an aim to create distinction and improve the perceived value of the brand with identity and packaging as core deliverables of the project. For packaging I studied structure, form, content, materials, retail environment, households and cooking. For visuals, I also studied art of food styling and art direction.
In the course of the diploma project I learnt how important it was to have a well established brand, with clarity about its own vision, philosophy and offerings. I understood the role of branding in shaping up a company and how little companies know about the potential of branding. I look forward to take up branding more comprehensively and explore its possibilities in depth.
Interdisciplinary Design
DRE | 12
SDM | 13
Design for Retail Experience
Abhijit Mandal
Anshu George
Gokul K
Jalpa Vyas
Krishna Mohan B.R.
Mukta Limaye
Naveen G
Parul Agarwal
Radhika Prasad
Raghunath Rajaram
Sohini Dey
Supriya Sahai
Communication Design
AFD | 24
ED | 05
FVC | 16
GD | 18
I.T. Integrated Design
DDE | 09
IDD | 01
IID | 11
NMD | 10
SUID | 01
Industrial Design
CGD | 09
FID | 17
PD | 15
TGD | 08
Tr AD | 08
Textile Design
ADM | 14
LAD | 09
TD | 13
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