Indians routinely consume dry fruits as part of winter nourishment as well in desserts, biryanis, and other dishes. It is also served as an accompaniment with tea while welcoming guests. An Indian pantry always has an assortment of dry fruits. But there hasn’t been a quality or price marker since there was no national brand that offered great quality consistently. Most recently, Tata Sampann decided to launch the best selection of dry fruits under its umbrella.

While every Tata Sampann range offers unique benefits, to envision a dry fruit range within an existing visual system requires lateral thinking as the category itself is premium. Having worked with Tata Sampann right from branding to visual language and packaging for an entire portfolio with several ranges including pulses, spices, mixes, Ready-to-cook, organic, etc., this was a great challenge for the team Elephant.

Deepika Bhan, president, packaged foods, Tata Consumers, said, “Elephant Design brought to life our vision on the dry fruit category launch. It was a challenging brief and a challenging timeline, and they delivered seamlessly. Project ownership from both the design and client servicing team is their winning formula.”

“As custodians of the brand, we have managed a lot of flexibility within the visual system for specific categories that not only carry forward the brand equity of Tata Sampann but also stand out within their respective categories. For the dry fruit range, we wanted to emphasize on careful selection of the best quality. The packaging also needed to be strong on e-commerce creating a balance between brand and product imagery. Two hands forming a heart-shaped window seemed to be the perfect semiotics to go with,” says Ashwini Deshpande, co-founder and director, Elephant.