Brand strategy, identity and packaging for healthy-indulgent food staples.
Elephant Design transformed healthy food positioning through paradox-themed branding and interactive packaging, delivering shelf-standout differentiation.
GUILT TRANSFORMED
Junk to nutritious indulgence
Brand naming and visual identity development
Multi-format packaging system design
Celebrity brand ambassador integration
Korean noodles category expansion
Instant cup noodles format adaptation 
A team of serial entrepreneurs launched nutritious food staples combining super-grains with indulgent taste, requiring a distinctive brand identity across multiple product categories.
The Paradox
After a team of serial entrepreneurs spotted something interesting: for their growing children, parents craving nutritious options that don't taste like cardboard. Enter Wicked Gud – a name we crafted from "it's so good it's bad" – a brand built on the delicious contradiction of making junk food good for you. Using super-grains like chickpeas and oats, they've mastered the art of sneaking nutrition into guilty pleasures without resorting to MSG or deep frying. It's the ultimate parenting hack: giving kids what they want while assuring moms with what they need, all with a wicked grin as they let the kids win even as they're the ones winning. 
Junk, Domesticated
The goal was simple yet revolutionary – why should taste and health be enemies? Wicked Gud targets the modern mom who puts Nutella on roti and isn't ashamed about it. With Shilpa Shetty as the face of this movement, the brand speaks to parents who want to win the dinner table battle without compromising their values. The result? A portfolio that's expanded from pasta to Korean noodles to popped chips, all carrying the same promise: indulgence you can feel good about. Wickedly Good
The original paradox – pasta made from chickpeas and oats that tastes wickedly good. Neon packaging screams junk food while super-grains whisper superfood.
Celebrity Quotient
Not just a face on the pack, Shilpa embodies the modern mom, deftly juggling taste with health. For popped chips, we showcase the union of oil-free popping technology with the glamour of Bollywood.
Cup Culture
Instant gratification without the guilt. Two-tone packaging maintains brand DNA while promising convenience that doesn't compromise on the good stuff.
Portfolio Power
From Italian classics to Korean trends, each category gets the Wicked Gud treatment. Gold logos elevate premium ranges while core values stay consistent.
No Fine Print
Who needs a back panel when you can put everything upfront? Our packaging strategy started with complete transparency of ingredients, making no distinction between Front of Pack and Back of Pack – you could know everything about what's in the product at first glance. Two front faces tackle emotion and function separately, because transparency shouldn't hide in tiny text.
Neon colours and exclamation marks create shelf drama while revealing the secret: junk food can be genuinely nutritious. The jack-in-the-box approach transforms grocery shopping into treasure hunting, where every package promises pleasant surprises inside. 
Home Advantage Strategy
The ultimate mom hack – bringing junk home where she controls the ingredients. No more negotiations with picky eaters when healthy looks and tastes indulgent.
Interactive packaging speaks directly to families; ditching corporate speak for real conversations. Modern mothers get to combine traditional wisdom with contemporary choices, creating win-win scenarios where kids think they're getting treats while actually eating superfoods disguised as comfort food.
B1 Layout
Different preparation, same promise. Hakka noodles get the visual treatment that honours the cooking method while maintaining brand consistency.
The brand's signature exclamation mark becomes a spotlight for key benefits, proving that healthy substitutes don't require sacrifice – just smarter choices that respect both cultural authenticity and nutritional integrity.
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