Saffola Oats

Packaging needed to appeal to Indian mothers looking to provide their families with a breakfast that is delicious and nutritious.

Saffola OatsInternational branding and design agency bluemarlin has crafted a vibrant new 2D/3D packaging design for Saffola’s line of oat-based breakfast cereals. The 26-SKU range, which includes plain oats, savoury oats and muesli, hits shelves this month in India.

Saffola is best known for the health benefits of its premium line of edible oils. The Marico-owned brand identified the opportunity to extend this core strength by developing products for other relevant categories with the new and compelling positioning, “Taking care of your health gives you the advantage to embrace life’s possibilities.”

Bluemarlin’s Bath studio was challenged with creating a design solution which leveraged Saffola’s heritage, connoting their expertise in health for a more positive and fulfilling life. Packaging needed to appeal to Indian mothers, who are looking to provide their families with a breakfast that is delicious as well as nutritious, and gives them the start they need to be at their best.

Bluemarlin focused on clearly defining a visual space that Saffola would own. The shape of the previous logo, which represented care, has been opened up and now takes more prominence on the pack. Created with thin golden ribbons and featuring bursting rays of sunshine, it conveys the optimism of the brand whilst delicious photography of the product provides taste appeal. These elements work together to create an emotional connection with consumers, assuring them that with Saffola, they can nurture and love their families well.

This universal symbol has also been elevated to prominence in Saffola’s new light-weighted tub of oats. Far removed from the industrial tubs Saffola used previously, the ergonomic structure features an impactful red heart at the centre of the pack, reflecting the brand’s premium offering and health benefits.

“The breakfast category in the India market is growing, but still relatively underdeveloped,” comments Anne Rowe, Design Director at Bluemarlin Bath. “Thus, this was a great opportunity for Saffola to set itself apart from the rest. Instead of the formulaic fields of oats, the new design is bright, lively and relevant to modern Indians and their focus on the future.”

“Entering the breakfast category was an exciting and natural move for Saffola given its strong health equity,” comments Sameer Satpathy, EVP & Business Head, Marico India. “We had gone about it in a phased manner over the last three years, launching one product after another. It was important to consolidate the packaging of the range so it appeared as a unified family and leveraged the new proposition. The new design by bluemarlin captures Saffola's strong health credentials in an accessible way, communicating wholesomeness and deliciousness to all members of the family.”

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

BRANDPackaging Magazine

april brandpackaging

April 2015

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight