Contemporary update for an iconic Indian snack giant
Elephant Design revitalized Kurkure's packaging through strategic modernization of visual elements, delivering brand recognition with contemporary appeal
Invigorating the Best-Seller
keeping the brand’s quirkiness while modernising
Brand seal modernization Variant differentiation system 
Refreshed packaging for India's pioneering snack brand Kurkure, balancing modernization with brand heritage to appeal to diverse consumers across modern retail outlets in metros and small stores in remote villages. 
A Pioneer in India Snacking
Over two decades ago, Kurkure entered the Indian market with their signature collet snacks and has since grown exponentially into a snacking giant recognized for distinctive flavours and quirky brand personality. With products sold throughout the country, from metropolitan supermarkets to village corner shops, Kurkure approached Elephant Design to update their packaging while maintaining their strong brand recognition. The challenge involved creating a design system that would appeal to an incredibly diverse consumer base while reinforcing the brand's core values and unique position in the market. 
Contemporizing Quirk
Kurkure aimed to contemporize their packaging while preserving their established brand identity and distinctive quirky personality. The strategy focused on highlighting two key brand assets: their authentic "Indianness" and their use of familiar kitchen ingredients. By refreshing rather than revolutionizing their packaging, Kurkure sought to maintain connection with loyal customers while appealing to changing consumer preferences, ultimately reinforcing their position as a relevant, evolving brand that remains true to its heritage. Leveraging Shape-Based Association
The design strategy leveraged the unique shapes of each Kurkure variant as a powerful brand asset. Pack shots were arranged to mirror distinctive product shapes, creating immediate visual association. 
Preserving Heritage in the Modernization Process
Original pack colours were preserved but refined for a fresher appearance. The iconic Kurkure seal was modernized to highlight kitchen ingredients while maintaining its function as a unifying element across the product range.
Distinctive Back-Panel Storytelling
The back-of-pack design was completely revamped to extend the brand's personality beyond the front panel. A series of stories about creating family-like bonds through Kurkure snacking moments was developed, reinforcing the brand's position as a facilitator of connection and shared experiences.
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