About the refreshed MTR visual identity:
MTR, the brand with the outstanding legacy, global outlook and millions of happy consumers was looking at realigning its visual identity to the core purpose of rooted transformation.
We decided to retain the basic visual equity of red roundel with white fence and worked on improving the typography for ease & clarity in reproduction across variety of substrates & sizes. We created a bold sans serif brand-mark for cleaner & contemporary presence. We also reduced the picket fence elements around the logotype to de-clutter the identity. Natural ingredients being the core of all MTR products, a fresh green was added to the roundel to announce meaning & mission of the brand.
About the packaging strategy & design:
With changing roles within new family structures and new working patterns, women are not burdened by the need to prove their expertise in kitchens. They see their role as a family manager & look for ways to keep the family happy & healthy. Buying ready to cook, ready to eat & even ordering-in food is seen as a great way to ensure quality time with family. They are open to experimentation & introduce their family to new cuisines with ease. But they want to do this with knowledge. They want to be aware. They want to know the source, the ingredients, quantities, accompaniments, consumption occasions? basically everything.
So when we were given the responsibility of designing packaging for the entire range of MTR products, we decided to dive deep into finding out what the changing consumer will be delighted with.
With a portfolio as large as 140+ products, first thing to do was to discover what works as an equity for MTR and preserve or even enhance that. Next step was to question & evaluate existing information architecture & remove redundancies to make way for cleaner, user-focused bytes. Though it sounds like the most obvious thing to do, we brought in a strong product nomenclature that would catch the eye and remove any ambiguity. We decided to retain the strong red associated with the brand and build upon that by devising a colour code for each category for ease of purchase. We created three strong visual pillars for the product portfolio ? pure authentic, confident contemporary and everyday celebrations. These moods were created within the master visual template to further accentuate the brand expertise and its involvement at every need and stage of the modern consumers' life. Since products like Sambar are available in multiple formats like masala powders, ready-to-cook mixes & ready-to-eat meals, we brought the category descriptor right up followed by the consumption occasion & announcements like time for cooking, whether anything needs to be added etc. A product shot is one of the most important factors for an impulse purchase in foods and our team planned each shot meticulously, keeping in mind time of the day, occasion and accompaniments. Authenticity was built through right serving sizes, ingredient depiction and serving bowls.
Since there is lot of curiosity about food from other regions, we have added a very interesting background of region of origin for every dish. It is a subtle addition, but one we hope will be discovered to the delight of consumers and strengthen the brand's expertise pan India.
Sanjay Sharma – CEO, MTR Foods, said, “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic-tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers."
He added, “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives.”
Ashwini Deshpande, co-founder and director, Elephant Design, noted that the re-branding exercise involved defining renewed purpose, creating visual identity and packaging communication, evolving portfolio strategy and packaging design for over 120 products, sold as 350 SKUs.