Kwality's

When Britannia acquired Kwality biscuits, it had a substantial following of loyal customers in the small towns and villages of a particular geography in South India. So it was decided to re-launch the brand with a new, smart look and reinforce the brand’s commitment to its consumers.

During many visits to these locations stretched over months we interacted with Kwality’s main consumer—the mother. And we discovered that she placed implicit trust in the brand to provide wholesome nutrition for her children. So much so that she entrusted it to take over as a weaning-off food for her baby. And to even replace the first meal of the day for older children, their breakfast.She was allowing the brand to play a surrogate role, an emotional bond that mirrored her relationship with her child!

This was the expression that was finally captured on Kwality’s packaging. The visual design was enhanced from how the mother perceived the brand. Her emotional bond with the brand was celebrated with a warmer more tender mother-child illustration on the pack.On the old pack this was merely symbolic but now the mother and child were physically more expressive and uninhibited in showing their affection. The mother’s perception of health and nutrition was brought out through the pattern of wheat and the golden and green colours articulated the nutrition benefit of the biscuit A rising sun boosted the picture of optimism and happiness.