Britannia and its design agency, dCell launch the new package design for ‘Britannia Shubh Kamnayein’, the specially curated gifting range in tandem to the brand’s core value of ‘Exciting Goodness’.
India, with its multiplicity of festivals, usually celebrates togetherness by sharing sweets and savories. Britannia Shubh Kamnayein has been a popular and much-loved franchise during the Diwali season, offering specially curated boxes of assorted biscuits and cookies. They’ve launched gift boxes that appeal to all segments of society inspiring excitement and joy.
Traditionally, families exchange gifts, mostly in the form of dry fruits and sweets. Britannia has a unique range of cookies enriched with dry fruits, sweet biscuit treats, and chocolate delights, presenting a wide array of gift options.
Speaking about the brief to dCell, Vinay Subramanyam, Head Marketing, Britannia Industries Ltd. said, “We wanted to create packs that personified and delivered to consumers, Britannia’s core thought of “Exciting Goodness”. Our gifting brand Britannia Shubh Kamnayein believes that festivities need to be part of everyday lives and not just festivals. Our products are our key strength and many of our products are closely associated with beautiful experiences with friends and family. dCell, our design agency, has captured this thought beautifully on the pack. We are particularly pleased with the outcome which is a perfect balance of celebration, joy and a premium pack identity. We look forward to playing a small yet significant role in further enriching our consumers’ relationships.”
dCell, the strategic branding and design consultancy of Lowe Lintas, has partnered with Britannia for packaging of its Britannia Shubh Kamnayein gifting range for little over a decade now.
Elaborating on the design thinking and approach, dCell’s Unit Creative Director, Bhumika Shah said, “Design has always been a key driver for change. While it’s been a privilege to be a part of Britannia Shubh Kamnayein’s journey, this year is special. India celebrates festivals with great gusto which brings alive a sense of togetherness and sharing gifts is a large part of it. This year Britannia’s gift packs are a testament to a new generation breeding inclusivity and equality. Our packaging design represents that through indulgent, celebratory graphics that capture the pride and joy of gifting. They break away from traditionally overused Diwali iconography.
The dynamic glittering swirl encases the product shot, forming a window to the world of indulgent, delicious cookies and biscuits. We have styled the food shot to depict abundance as it flows out of the swirl creating a sense of depth and richness. The range of gift boxes is differentiated through vibrant colors, sparkling gold stars and foiling details giving them an eclectic festive look.”
In time to celebrate the festive spirit, the newly designed Britannia Shubh Kamnayein’s gifting range is available in retail stores and on e-commerce platforms.