Fazlani Foods is a name to reckon with in the F&B industry. With ready-to-eat packaged foods, condiments, sauces and pastes, its portfolio encapsulates a formidable chunk of the food ecosystem. Although the convenience foods segment has gained a well established prominence, the target consumer is continually evolving in terms of acquiring a global palette of tastes.
Fazlani Foods intended to leverage their expertise in their already existing ready-to-eat business, to cater to the globally attuned aspirational consumer, through food items that brought together global flavour profiles to the Indian palette. In keeping with this, Pineapple was mandated to create the identity, packaging and communication for Foody Fusion.
Pineapple clearly understood the need gap that the founders could foresee. The consumer was looking for more options to explore other than the traditional ready-to-eat dishes made available in the market.
Pineapple helped Fazlani Foods with a 360-degree solution starting with the name, leading up to the branding, packaging, website and integrated communication design across print and online media.
The idea was to position the brand as a front-runner of ‘fusion cuisines’ in the packaged form. Since the offerings were outside of the usual traditional Indian cuisines,
the emphasis was to present the differentiated offering that Foody Fusion brings. This, in keeping with the quality of ingredients and nutrition which are the core values of the Fazlani brand proposition.
Team Pineapple looked into every aspect of the presentation – from art directing the food stylist, to creating immersive content that goes on the pack to the colour selection on the packaging design based on chromatics (science of colours).
Unique logo placement for clear differentiation allowing for the product and content to take center stage.
Unique logo placement for clear differentiation allowing for the product and content to take center stage.
The products were brought to light with detailed descriptions clearly articulating the taste and ingredients.
Deep close-ups were used to bring out the freshness and individual prominence of the main ingredients. Ancillary objects were used to highlight the main tastes and textures that the product offered.
The information hierarchy is designed to let the consumer experience the sumptuous taste visually first. The extreme close-up shows the quality of the ingredients to establish the ‘global gourmet’ proposition.
The spoonful composition was chosen to reflect the consumption, accentuating the freshness of the ingredients captured in the shots, making it irresistible to a ‘foody’.
Pineapple designed the exclusive combo packs that offered two complimenting fusion dishes in a single pack. An instant super-hit of an idea, the collection was extended amongst varied combinations in no time.
The visual aesthetic gave an instant allure to never before explored flavour combinations, in a packaged form, that truly celebrated a fusion of palates and preferences.
A super hit amongst the Indian community all over the world, the packaging for the traditional Fazlani range was also overhauled to match the contemporary tastes of the consumer.
The fusion range was designed to seamlessly blend into the existing ethnic and traditional curries range available in the Fazlani Ready-To-Eat product portfolio.
Pineapple delivered on various fronts beyond packaging that ranged from event collaterals, magazine inserts, advertising, digital media marketing, website design and more. This way an integrated communication design was orchestrated to reflect a consistent articulation of product positioning.
Pineapple also created a contemporary corporate website for the parent company involved in B2B operations. Articulating the ethos and the professional approach of the company, the
website caters to the export market and the international audiences looking explore more about the company and its business operations.
