KUNJILAL DALSEVWALE

Local brands with delicious products are facing an identity crisis. In the continual evolution of consumer behavior, it has become more challenging for them to tap the mind of the actual buyer, because what worked 20 years ago, will probably not work today. Brands that were started by the grand fathers and great-grand fathers of the current owners feel stuck because their packaging is either dated or has nothing distinctive. These companies have high aspirations of making their products reach city folk in Delhi, Mumbai and Bangalore but while they are sure of the product, the same cannot be said about the packaging.

                    

We have all, at some stage, bought a product which looked good on the outside, but the taste was quite frankly forgettable or just plain inedible. With wider awareness about core ingredients, allergies and increased regulations by the FSSAI, manufacturers are now forced to put more thought into what they say on their packaging.

This is what drives companies like Design Dimensions to create world-class packaging for homegrown brands, giving them an edge over mediocre products in the market. The packaging design process starts with understanding the client, the intended target market, the essence of the brand and finding the highlight of the product. Once that is done, work begins through story-telling because it is stories that make people curious about brands. A good brand story will always add a personal touch to anything that a consumer is going to buy. As consumers, our purchases will often show that we are driven to buy things that speak to us through the packaging even if we have zero to mild interest in the actual product to begin with. 

Capitalizing on this aspect of consumer psyche, Design Dimensions gave Kunjilal Dalsevwale a brand-new look. Kunjilal Dalsevwale (fondly known as KLD) is run by the 3^rd generation and wanted the confidence to stand side-by-side with any food brand whether in New Delhi, London or Dubai. They wanted KLD to have distinctive branding with a bright colour palette and a fun mascot. Design Dimensions did all that and more. With a strong belief that creativity is part of a bigger picture. They approached the project with open minds - understanding the client’s brief, targeting relevant demographics and striving to achieve more than the desired result.