Design: Therefore Design Pvt Ltd
Location: India
Project Type: Produced
Client: Vadilal Industries Ltd
Product Launch Location: India
Packaging Contents: Ice Cream, Badam Milk, Bakery, Lick Lock, Frozen Mithai
Packaging Substrate / Materials: Plastic, Tin, Paper

Our research of the then prevalent Quick Treat packaging and the ice cream market had shown that the brand lacked a distinct character. This created a huge barrier for customers as they were unable to easily identify the brand in the retail space. Our objective was to enable buyers to effortlessly spot and pick Vadilal Quick Treat, from a freezer teeming with other brands.

Develop a unique brand positioning and impactful packaging for an export range of ice creams, mithai ice creams, frozen mithai, ice candies, and bakery products. The rationale was to reposition Vadilal Quick Treat in the premium segment, through eye-catching graphics and colors.

Target Audience:
Everybody loves to indulge in a delicious scoop of ice cream. So, our target audience comprised of almost every age group, primarily people of Indian origin in the overseas market.

Trending news and current affairs often play a very important role in determining how consumers engage with products and brands. Pure milk ice cream in India, was one such issue in the news, with competing brands trying to build strong ‘pure milk’ associations in the consumers’ minds. We leveraged insights from this consumer behaviour, to design the packaging for the Vadilal Quick Treat ice cream and frozen mithai ranges. We introduced milk as a differentiator through our design, and brought it into focus, a very first for the industry!

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via Packaging of the World – Creative Package Design Gallery