Vegetopia

INDIA’S FAVOURITE SWEETS AND NAMKEENS BRAND UNVEILS A BRAND-NEW FOOD LAND

ASK

Create a brand, to include brand name and identity, positioning, and packaging design for Haldiram’s export range of frozen vegetarian snacks. Our mandate was to design premium-looking packaging that’s eye-catching, such that picking up a Haldiram’s pack becomes an obvious choice for shoppers. If it’s vegetarian, it’s got to be Haldiram’s…even if the recipe is not Indian!

OBJECTIVE

Cashing in on the ever-growing snacking industry Haldiram’s Nagpur built a vegetarian equity of frozen snacks comprising non-Indian recipes, for the overseas market. This was a big move for the brand that’s otherwise known for delectable Indian sweets and namkeens. Our goal was to help Haldiram’s reach out to a wide audience and lead them to command their rightful place in freezer shelves!

TARGET AUDIENCE

Who doesn’t love a snack indulgence every now and then? Everybody does, right? That’s why our target audience comprised every gender, race and age group abroad! From appealing to Indians, non-Indians, men, women and children, our plan was to get everyone aboard Haldiram’s snack wagon!

SOLUTION

Haldiram’s has always specialised in being every vegetarian’s food paradise, albeit for Indian delicacies and recipes. For an all-new product range of non-Indian recipes to be a success internationally, it was important that we carry forward the same vegetarian legacy, especially at a time when global populations are increasingly turning to vegetarianism and/or veganism. Thus, was born Vegetopia! Self-explanatory and evocative, Vegetopia – vegetarian + utopia, perfectly captures the vege-ness of the product range.