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How do you create
a brand that
can negotiate authenticity as well as experimentation? 

THE BIG QUESTION

Sangi's Kitchen

THE BIG QUESTION

KEY INSIGHT

BUSINESS IMPACT

How do you create a brand that can negotiate authenticity as well as experimentation?

Building from the core of ‘authenticity’, the brand was personified into a free-spirited women in search of new flavors and delicious dishes.

An instant hit in the market, just the initial chutneys and dips launched in the market took on a yearly run-rate of 11 crore.

How do you create
a brand that can negotiate authenticity as well as experimentation? 

The Indian consumer has gone through a palate transformation in the last decade, with new cuisines, flavors, ingredients becoming part of her life. The change is not just limited to the occasional eat-out but has become part of everyday dinner menus. But would just launching a bunch of new cuisine led sauces or dips be enough to target this ever changing Indian consumer? How could one create a brand that balances the consumer’s need to experiment with authentic flavors yet make them her own?

 

Sangi’s Kitchen was created and designed to solve for this need. A brand that understood that if the consumer likes Schezwan flavors, we need to give her the flexibility to ‘use it as she wants’ like a dip, a cooking sauce or a spread. The design challenge hence was to reciprocate this unique mix of authenticity and experimentation through the brand’s personality and packaging.

Key Insight

Building from the core of ‘authenticity’, the brand was personified into a free-spirited women in search of new flavors and delicious dishes. Her secret? Her pursuit of authentic taste which has taken her across the world. At her own creative haven - her kitchen, she creates her magic mix: pastes, chutneys, sauces, spice mixes, and with choicest of ingredients, creating a magic potion that turns anyone into a master chef.

 

The packaging was inspired from the Sangi women’s escapades. Authentic, simple, transparent with hand written font and doodles right out of her recipe scrap book. Purposefully under-designed to keep the purity of the brand intact with the identity depicting the ‘seal of trust’. The visual language consists of handmade doodles or work in progress, real photographs of the Sangi’s women’s kitchen reinforcing the authentic experimental core.

The Impact

An instant hit in the market, just the initial chutneys and dips launched in the market took on a yearly run-rate of
11 crore. The success prompted an extension of the brand portfolio into spices and ready to cook mixes. By solving for the consumer’s need in a focused manner, both through products and design, the brand was able to become a business success for FCL.