| TATA salt, the pioneer in branded common salt is the largest selling salt brand and one of India's super brands with top-of-the mind recall value across categories. The brand has a reach of over 53 million households every month that translates into 41% of the branded salt market in India.
The brand repositioning strategy in 2005, on the recommendations of a professional research agency, outlined a health related value proposition of ‘superior vitality’ for the redesigned pack to better justify it's premium pricing.
Through in depth consumer research across households to investigate their perceptions of salt in food, the Icarus team identified an important insight pertaining to the sensory experience of taste in salt expressed as ‘salt brings food alive’.
We built our visual communication strategy around this core idea where the goodness of salt as a nutrient and taste-giver could be illustrated and perceived for ‘what it does’ rather than ‘what it is’. The resulting pack design retains the brand colours of brown & orange along with the transparent window to view the salt but offers a more evocative value proposition. The dominating icon of a swirl, reminiscent of the very act of stirring salt into food renders a dynamic appeal. Presented with the caption ‘add life, add health’, the swirl visually anchors the disparate narratives of the energetic child and the freshly cut vegetables that allude to vitality and taste. The logotype has been reworked to go with the swirl. We also highlighted technical details like ‘iodine guarantee’ and ‘vacuum evaporated’, differentiators TATA salt can lay claim to over the solar salts in the market.
The concentration of colours on the top of the pack and transparency at the bottom ensures that the critical communication features of the pack will remain visible even when the consumer removes a large portion of the salt for use.
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