SPICE BRAND & PACKAGING DESIGN, INDIA

India's Leading Spice Branding - MAHASAYA DI HATTI (M.D.H.)

Remember the famous jingle "Asli Masaale Sach Sach M-D-H MDH" in India? The spice brand in India, whose inspiring story of "Rags to riches" has motivated many and is known to grace many magazine covers and founded by the late Shri. Chunni Lal Gulati, in 1919, has a range of 62 products available in 150 different packages designed to address the varied needs of consumers worldwide.

The brand carrying the prestigious spice heritage in India as a legacy has always trusted its in-house skills for its packaging design. But this time, it was a special occasion where the prestigious brand is completing its glorious 100 years. Brand M.D.H. approached DesignerPeople with the idea of initiating a new and innovative icon celebrating their century. Our creative work on icons impressed them, and then Yuppi! We bagged the project of their brand packaging design also.

Challenge

When a brand like M.D.H. approached us, we faced mixed emotions and excitement; we were also responsible for maintaining their treasured traditional values and culture. When they came to us, we knew the brand identity and recall status were high, but our creative challenge was taking it to another level high with revised packaging.

• Not hindering its positioning statement
• Sustaining the feel and emotion of existing packaging by upgrading packaging elements
• Along with metro cities, the plan is to focus on targeting the audience of tier-2 cities
• The brand should communicate heritage-oriented values

Solution

We value the traditional rich legacy of M.D.H., and we initiated the project with many creative strategies and domestic and international competitive analysis.

To depict 100 golden years, we designed a beautiful and meaningful icon of infinity which reflects the continuity of the brand story along with the completion of the century. The icon celebrates the brand's precious span of years in the industry. We created a creative tagline saying "years of affinity till infinity" to display it more clearly.

To retain its brand image, DesignerPeople did not disturb its existing colour of upper-end packaging and the image of Mahashay Dharmpal Ji, founder of M.D.H.