Based on the consumer feedback, the design team at Elephant wanted to highlight Kurkure as a brand of abundance, crunch and quirk.
Ashwini Deshpande, co-founder and director, Elephant, said, “As some of the innovations in shapes and flavours had happened organically, the brand needed a cohesive brand architecture and visual language. Indian snacks had added to the complexity of portfolio even further.”
According to Mayuri Nikumbh, design director at Elephant, the first of the three significant tasks for this redesigning exercise were to enhance brand leadership, relevance and distinctiveness. The second task was to build an architecture that can create substantial differentiation for categories and finally help consumers navigate the shelf and pick the right snack of their choice.
Nikumbh said, “The concept was built around getting the ingredients in focus to enhance the taste appeal with a larger than life shape of the product providing a backdrop for play between products and ingredients.”
Every variant of the new Kurkure pack is designed with custom typography. The back of packs has a custom drawn illustrations of turning mundane encounters into fun moments by sharing the snack.
“While harmonising the entire portfolio regarding messaging, the tone of voice and visual language the team was successful in creating clear distinction within categories of collets, puffcorns, trangles and Indian savoury snacks; taking the shelf visibility and excitement to next level,” added Deshpande.
PepsiCo, by adding new variants and revamping the packaging aims double the sales volumes of Kurkure.