Venky’s Sports Nutrition
Revitalising the range to take on international brands in the category
Venky’s , a well-known brand for its range of processed chicken products has expanded its product portfolio with a range of protein driven nutritional supplements for various needs. Under this new category of sports nutrition, there existed a wide range of highly effective products that fulfill every nutrition requirement of a consumers who are physically active, gym goers or athletic.
In India, the sports nutrition category is dominated by foreign brands, which are perceived to be more effective as they appear premium and expert. Consumers in this category didn’t have sufficient knowledge of which products are for which specific fitness objectives and rely of physical trainers for this knowledge and product selection. The challenge was to create a design system to best showcase the entire range of Venky’s as well as create a packaging design that would facilitate product – fitness need communication and compete with international brands.
The new packaging design system created the image of an expert, premium range that could easily compete with international players and also facilitate product communication to the consumers. This range is growing rapidly @ over 30% every quarter since launch.
More Case Studies