Creative Agency: Procreate Design
Client: Parle
Location: Mumbai, India
Project Type: Commercial Work

Procreate was given a mandate of rebranding Golden Arcs. Golden Arcs are soft fruit /chocolate filled rolls that are sensorially enticing as an experience. Previous design lacked a powerful visual story /visual positioning to entice the upwardly mobile consumer to try out the premium indulgent snack.

Procreate's objective was to transform a mere indulgent snack into a premium uplifting brand experience.

Our study and observations showed that taste was just the starting point, consumers seek indulgent and rich foods to feel special and to be in a good mood. Because indulgent snacks are usually overloaded with flavours and sugared sweetness, hence they are often depicted as dark, sinful, flirtatious and sensual. However, Golden Arcs were different in way that they were light, nicely baked and delicately flavoured with goodness of real fruits and chocolate. So in contrast to the conventional brand positioning platforms of sinful indulgence, Golden Arcs was uniquely positioned on the platform of "heavenly bliss" that had undertones of innocence and purity to it.
So the idea of "heavenly bliss" became the basis for the new visual language and brand story. Each design element seamlessly weaves into the core brand promise-that of "a pure uplifting heavenly bliss" experience. The new packaging is unique, clutter breaking and is in sync with the product consumption experience.

After its relaunch, the new Golden Arcs has received an overwhelming response in terms of brand trials and shelf off takes. Subsequently, Procreate also designed a special edition tin format.

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