ITC Has associated with Wow Design for the packaging design for ‘Atta Noodles’, the new variant from Sunfeast Yippee noodles. Wow Design came up with the concept of ‘power packed’ for the packaging design based on the research based study they conducted. For the new packaging design, Yippee’s mascot, ‘Sunny’, was transformed into a superhero to attract kids and the mast head of the pack was turned into as Sunny’s cape. The design language of a ‘super hero in action’ was captured by effects such as rays to depict energy and activeness. Colours like green and yellow were added to make the packaging and the feel of the pack more fun. A mnemonic categorically exhibiting use of healthy grains and vegetables was highlighted on the pack to outline health benefits. Speaking on the new brand identity, Deepti Kshirsagar, Partner and Executive Director, Wow Design, said, “When you have to talk about healthy food, especially for kids and the mothers both, the best thing is to remember your own childhood. That’s exactly what we did during our brainstorm sessions leading to a strong story. Almost all of us have heard this from our mothers-‘Beta you eat this and you will become powerful, Ekdum superhero jaisa!’ The Power up concept rightly captured both, the mother’s pride of choosing the healthiest option and the kid’s fantasy of superpowers.” Explaining the design, Saswata Das, Partner and Executive Director, Wow Design, said, “Our competitive analysis showed that most healthy noodles are playing in the fitness and strength factor. The packaging design mostly highlights the ingredient story to validate the authenticity of the health claims being made. We proposed to take a slightly different approach. Instead of just depicting the feature (ingredient rich) story, we took a more benefit driven story – ‘Activate your mind and body’ being the core proposition. The variant itself was called Power Up Masala. We explored a superpower design route, where the brand story narrates that the pack is powered with so much goodness that it can provide you with super powers just like your favourite superhero.”
