Creating signature packaging for multiple confectionery brands
Intro
With over 40 products under their belt, Mapro is a household name and one of the leading F&B manufacturers in Western India. From pulpy Faleros to juicy Falchoos to delicious Qubes, Mapro manufactures a wide range of confectionary products. These candy brands are individually well established, unfortunately, many consumers are unaware of the connection with Mapro.
Brand Strategy
Packaging
FMCG
Brief
Mapro needed to tie all of its candy products together and establish itself as the parent company on their packaging. Our task was to redesign all Mapro candy brand packs with a premium feel and ensure they connected with the Mapro brand. There could be no change in the production line, so we needed to be mindful of the limitations of the machinery used for filling and sealing the packs.
Making an impression with the Mapro signature
We came up with the idea of incorporating a ‘Mapro Signature’ across all packaging to tie all the confectionary brands together. This signature needed to be prominent and distinct, thus we chose to use the easily recognisable Mapro brand logo but treat it in a unique manner.
A unique identification mark
Our primary challenge while incorporating the signature was ensuring that it could be easily identified without hampering each candy’s branding. The key lay in the treatment of the signature and in standardising all packs in their sizing and overall feel, while retaining individual identities.
One template for all confectionary brands
We created a standardised key line diagram that included the Mapro signature and individual branding, which could be applied to all confectionery pouches at present and in the future. The packaging featured a hole for shopkeepers to hang and display packets conveniently, and the Mapro Signature was positioned such that it would be visible for as long as the pouch was in use.
Highlights of the packaging
We added a few design elements and treatments to make the packaging consumer friendly, visually appealing and instantly recognisable.
We reduced the opacity of the packaging print of the Mapro logo, which resulted in a metallic effect due to the metal layer showing through. This was cost effective and also helped us achieve high visibility.
Alternatively, if the metallic effect did not fit with a brand, UV effect could be used over a matte finish material instead.
Based on our research and consumer behaviour analysis, we inferred that consumers are more likely to purchase a candy if it is visible from the outside. We created a transparent window at the back of the pack that was shaped like the fruit flavour, for consumers to see the candy and decide on their purchase.
Apart from helping customers see the candy, the customised transparent cut out also worked around possible display mistakes. Since the window is in the shape of the flavour of the candy, even if the pouch is placed backwards on a shelf, a customer will be able to recognise the flavour based on the cut out, just like the Falero packaging.
Signature packaging for all brands
We completely redesigned the packaging for Falero, Qubes, Fruity Sweets, Sparky and Falchoos. The Coolio, Frubbles and Cafero packaging designs were directed by us but executed by external agencies and designers. In total, 5 pouch designs were redesigned completely and 3 were adapted. In all these redesigns, each candy’s branding was clearly visible while the packaging subtly displayed a large version of the Mapro logo. Now, it was impossible to miss the connection between Mapro and its subsidiaries.
