Modernizing packaging to connect with evolving consumers
Modernized MTR’s portfolio with a fresh, cohesive packaging system that preserved its legacy while appealing to new consumers
Emotional Connect
through Authentic visuals & Contemporary design
Visual Identity
Packaging System Revamp
Brand Positioning
MTR’s refreshed packaging blends heritage with a structured, contemporary design, retaining its iconic red while introducing fresh green accents and a bold sans-serif logo for modern appeal.Rooted in Tradition, Evolved for Today
MTR has been a household name for decades, known for its rich heritage and authentic flavors. As consumer lifestyles evolved, MTR embraced change while staying true to its essence. The brand’s refreshed look balances legacy with modernity, making it relevant to today’s fast-paced yet tradition-loving households.
Bringing India Together
MTR envisions a future where every home enjoys authentic regional, flavorful meals effortlessly. With a packaging system that simplifies choices, highlights regional influences, and strengthens emotional connections, MTR continues to make traditional cooking more accessible, exciting, and relevant for the modern consumer.Building Emotional Connections
Beyond aesthetics, the new packaging forge deeper consumer bonds. Thoughtfully styled product shots set the mood, while regional maps subtly acknowledged origins, reinforcing authenticity.
Each element—from color coding to category descriptors—simplified choices, making MTR’s wide portfolio feel both inviting and easy to navigate, strengthening its market presence.
A Balance of Legacy and Change
Revamping an iconic brand required careful consideration. While MTR’s signature red remained, a bold sans-serif logo added a contemporary edge, and fresh green accents highlighted its commitment to natural ingredients.
The result was a rooted transformation—honoring MTR’s heritage while creating a more structured, modern, and engaging packaging system that resonated with evolving consumer needs.
Simplified and Structured
A new color-coded system and clear category descriptors improved product differentiation, making the brand more approachable for prospective consumers.
Embracing India’s Flavors
Regional influences were subtly woven into the packaging with map outlines, reinforcing MTR’s deep-rooted authenticity and connection to Indian cuisine.
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