Brand nomenclature, strategy, identity design, art direction, and packaging graphics for a frozen Indian food brand.
With DesiChef, Asian Lakto had a vision of making Desi Indian food easily available at your home at any and every time. Asian Lakto wanted to step into the ‘Vegetarian Frozen Food Market’ and make DesiChef the go-to brand for authentic Frozen Food in India and overseas. The unique brand with a wide range of products in different categories needed an equally scalable visual design language that could be adapted to different products and categories.
Having 30+ products in 4+ categories, the visual language, art direction for photography, and packaging graphics followed a systemic approach that could be extended for an ever expanding product range. Different category colours help the consumer identify the different kinds of products.
The packaging graphics were designed in a way that they could communicate and provide consumers with the relevant information while maintaining the tone of the brand, through a narrative portrayed with the help of the packaging. The product imagery used was realistic that added to the honesty of the brand. The balance between healthy & tasty was portrayed through highlighting the different ingredients on each pack. This brought a modern aesthetic language while maintaining the appetising nature of the food product. A stamp-like unit highlighted the claims and ‘Heat & Eat’ nature of the product on the front of the pack in the form of a seal of authenticity.
