Creating a unique brand packaging full of happiness!

INI Farms is one of India’s largest horticulture companies focused on providing Pomegranates and Bananas under the brand name Kimaye. Dedicated to increasing good fruit consumption habit in people especially kids, they approached us with a brief to design packaging for their baby bananas. It was one of its kinds brief because of the nature of the product and the intent to keep its naturalness intact. Our interest levels at peak; we discussed the brief in detail and gathered that the objective was to make the health packed, nutritious little bananas, preferred snacking options for the kids. The challenge was to create packaging that speaks to the consumer the kids in this case but without boxing the product and keeping in most natural form.

The strategy literally had to be out of the box for this one. Well, our teams got onto a banana diet for week post the brief to closely understand the fruits form, nature, touch and feel. Bananas, though popular, fall into a generic fruit category mostly taken granted for. We had to peel out the special connection and we did find that bananas have a very direct connection to the jungle and that baby bananas have a certain cute factor to it. The colour, the size and the form that Kimaye had on offer looked like a bunch of bright yellow cuteness. Talking to kids about bananas only strengthened the association of Bananas with animals like monkeys, elephants and other wild animals, thanks to the animated movies, where Bananas are most popularly shown.

Based on the insights we came up with a brilliant concept of minimal packaging, i.e stickers for individual bananas and a playful cover for the head. A fun, playful animal theme was central to the design and the stickers were designed for reuse as tattoos post use. We came up with two distinct animal themes to bring in as much variety and excitement in the packaging. Theme one revolved around dinosaurs, in which we created several cute and playful Dino characters. Theme two was around wild jungle animals like lion, elephant and monkeys. The idea was to prompt the kids to buy more and more of the bananas to collect the sticker cum tattoo. This was not only meant to generate interest but also reinforce the goodness of the fruit by adding a health fact on each sticker making it engaging both for the kids and the parents.

ClientINI Farms - KimayeServicesBranding, InnovationYear2017