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.
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 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.
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.