Future Group, 2017

Song Bird - Future Group

Packaging Retail Branding Branding Strategic Design Print Design
By Plus One Design
Client Brief

Praxis Retail Ltd. from The Future Group wanted to launch a specialty serve-ware brand for the selfie generation obsessed with posting beautiful food pictures online. They appointed us to create a distinct packaging design system that seamlessly worked across 5 categories and 100+ SKUs.


Serving imagination for a serve-ware brand

How to turn a utility object meant for dining or serving tables into an expression of creativity, fun and even a token of love?

This serve-ware with its adorable design quirks was bound to catch attention, but would it be perceived as being impractical? A happy answer was to showcase Songbird’s multiple usage potential - a Taco stand doubling up to serve masala papads, a dimsum basket serving idlis without having to reinvent itself completely.

The packaging along with the tagline ‘Serve your imagination’ summed up the brand and instigated the insta generation to use their creativity in serving and showcasing their gastronomy skills.

We devised the design architecture across 5 categories, 100+ SKUs with 30+ nomenclatures, creating a design system that was easy to adapt across a growing product range. Working closely with the brand team from the start to the end, from packaging planning & development to creating structural packaging dielines with the vendors, types of boxes, prototypes for rolling out cost effective packaging, to the creative direction of the photoshoot.

The packaging was also designed keeping in mind that the products would make perfect gifts. The fine illustrations on the pack not only created differentiation of categories but also made the packs gift worthy without the need for gift wrapping.


The packaging served as an information medium, brand ambassador and was aimed at influencing consumer purchasing behaviour. Moreover it met an endless diversity of customer requirements, especially in absence of mainline communication.

With a design architecture that showcased multiple usages through food photography set in coloured illustrations, the versatility, creativity and likeability of the brand simply shone through straight of the packaging.

Songbird enjoyed such success with consumers, that its presence was mandated in every high-end Future Group retail format, be it Foodhall or Home Town.


Future Group

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