Design for People

The design has the power to solve any complex problem. Elephant using this power of design to create exceptional brands and develop amazing products for their clients. They have recently created many inspiring brand solutions and we have showcased some of them here.

Licious Spread

Scope of Work: Drool-worthy Packaging for Delicious Meaty Goodness

The Story

The market for meat products is a tricky one to navigate. India has had a mixed relationship with the procurement, processing and consumption patterns when it comes to meat.

Licious, who seek to break the market with their unique, personalized outlook towards meat. With a wide range of products – from raw, selected cuts to ready-to-eat chunky spreads – Licious seeks to remove the notions of taboo and uncleanliness associated with the industry. With the advent of their brand, meat has become a safe, verified, quality-controlled product that is dispatched to the comforts of your home.

The Focus

A visual language and subsequently, a packaging system for Licious’ Ready to Eat (RTE) segment of spreads was required. The product needed to establish a distinctly new category as these would be the first meat-based spreads on shelves packed with pickles, jams & other spreads. The solution also had to have a clear, powerful core story that could be adapted across flavours and packaging formats to create stronger recall.

Since Licious planned to pioneer meat-based spreads segment within the heavily cluttered Ready-To-Eat spreads category, brand differentiation and recall needed to be extremely powerful and unique. They would also necessarily compete with products in other segments like pickles, jams, mayonnaise and more, which added to the task at hand.

The Design