Redesigning the structure of Sunder’s flagship coconut biscuit
The team reimagined Sunder’s biscuit structure using identity-led detailing, delivering distinctiveness and ownership
Strong recall
flagship reinforcement
Product structure redesign
Integration with visual identity
Competitive benchmarking
Technical baking trials
Elephant Design restructured Sunder’s flagship coconut biscuit using tropical motifs, identity-led cues, and engineering refinements to strengthen ownership while reinforcing its leadership in the cookie market. 
A Legacy of Authenticity
Sunder Biscuit Industries has long been a household name known for simple, authentic baked products rooted in trust and tradition. Among its portfolio, the coconut biscuit stands tall as the flagship product, consistently leading sales and popularity across its markets. With evolving competition and rising consumer awareness, the company sought to amplify brand distinctiveness and turn its market success into a symbol of ownership. The brief given to Elephant was to redesign the flagship coconut biscuit, ensuring that its form not only reflected the new brand identity but also created a signature look and taste experience unique to Sunder. 
Infusing Structure with Ownability
Through this project, Sunder aimed to carve out an inimitable place in the market by ensuring its leading product commanded instant recognition. The redesigned coconut biscuit structure had to reflect authenticity by showcasing coconut origins, while staying technically sound during manufacturing and distribution. By extending the new tropical design system directly into the biscuit, the brand strengthened its positioning as the cookie leader that combines tradition with forward-thinking design, enhancing both market appeal and long-term consumer recall. The Sun, the Sands and
the Biscuit
The coconut biscuit was traditionally generic in form, despite being a hero product in Sunder’s portfolio. We sought to integrate the newly created identity directly into the biscuit itself, blending form and function. The result was a surface design inspired by the tropical coconut palm, captured in curved lines that also break away from conventional linear coding in the biscuit category.
This design intervention ensured that the product became a direct extension of the new identity system. The distinct palm motif, accented by wave-like curves lapping at its base, added a story-led element that instantly connected the biscuit with its coconut essence. The embossed Sunder logotype further reinforced ownership, building a bridge of consistency across product and branding. 
The Physics of Biscuits
Redesigning the biscuit structure was as much an engineering challenge as it was a creative one. Dimensional considerations required us to balance grammage limits, mass distribution, and weight of dough within the proposed design framework. Technical constraints influenced every line and curve, as finer strokes affected how the dough baked and browned during production.
The blueprint had to simultaneously ensure durability and breakability while maintaining design clarity after baking. Breaking the biscuit produced uneven but authentic pieces, diverging from symmetry common to the category. Dozens of trial batches were carried out, allowing us to continually refine the details to achieve an equilibrium between precision-engineering and consumer appeal. 
A Distinct On-Shelf Identity
Once paired with its wrapper, the redesigned biscuit established an unmistakable physical and visual identity. The packaging reflected the updated brand system, while the biscuit carried the tropical cues in its structure, achieving a seamless extension between core identity and flagship product. This unity enables consumers to experience the brand not only visually but also tangibly through product design.
On-shelf, the coconut tree motif and wave-inspired lines give Sunder a unique foothold in the competitive cookie space. The reinforced connection between coconut as an ingredient and biscuit as the format ensures that Sunder’s leadership is built on recognition, recall, and authentic ownership in the eyes of its loyal consumers. 
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