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Challenge

To reach to a new younger audience a complete package design was required which I was tasked to do. Below are the old packaging and they wanted to introduce a range of new products which also needed to be designed. This

was a team based task though I was initially tasked to create guidelines for

the brand.

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Brand Positioning & Brand Strategy

Indian cuisine has been recognised as one of the world's most flavourful and diverse culinary traditions. Our extensive range of traditional products offer customers a culinary tour of Indian cultures that are steeped in heritage. From a simple Daal, butter chicken to the strong, aromatic flavours of Gushtaba; Laila products are for everyone. There’s nothing more enjoyable than when it comes to food. Create, Celebrate, Share and Care.  

Objective:
Be the No.1 South Asian Brand in the UK.
  • To establish a credible, profitable position for the ‘Laila brand’ within the MAINSTREAM market.

  • Be available for all to enjoy.

  • Educate consumers about portion control; thereby reducing food waste.

  • Product ranges and NPD will be based on extensive research on our consumers, their perceptions, needs and purchase drivers.

  • Share our heritage, awareness and brand positioning in Independents for ethnic communities to leverage our position further in Multiples

  • Invest more into the ‘Laila Brand’ campaigns (digital, outdoor and in-store), strong promotional/ feature space plans , and more interaction with our consumers.

  • Innovation focusing on positive attributes of heritage and authenticity.

How we deliver this:
 
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New Logo

The first task was to create a updated logo to go with the new identity.

The new logo which included numerous iterations features a minimal

design though still recognisable as 'Laila'. The removal of the shadow 

helps make it more readable from distance especially on packaging.

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Old Logo

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New Logo

BRAND NEW MOTIF

The motif was created as a team to appear on all ‘Laila’ branded goods. It would take a prominent space on-pack to re-inforce the brand values. It would also play a major part in all advertising & marketing communications and embed the ‘Laila brand’ into our valued customers & consumers.

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Colour palette

Redesigned products

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