MUSE Gold

2022

Britannia Biscafe Product Launch

Entrant Company

Oddinary

Category

Typography - Packaging / Product

Client's Name

Britannia

Country / Region

India

Introduction: Biscafe was launched to further strengthen Britannia's footprint in the differentiated biscuit segment. The first 'Made in India' coffee cracker to serve as a snack accompaniment to a hot cup of coffee, it's a one of it's kind slim cracker, an innovation that brought the elevating coffee experience in a biscuit. Challenge: The challenge was to land coffee as a flavour- and not just a serving suggestion/accompaniment to tea - which most of the category was pegged as. The cracker was also priced at premium from it's peers and hence the design had to maintain premium cues in a category which was about snacking and hence playful. Solution: With a bold typeface, the branding was striking - playful yet premium owing to monochromatic treatment. The colour of the pack, rooted in flavour - inspired tones, is a perfect backdrop for the dynamic shot of the product, subtly caressed by the coffee beans and aroma swirls which visually captures the whiff of coffee and elevates the anticipation through design. The suspended product which cracks and crumbles, perfectly captures the resounding crunch and the thin and crispy experience of Biscafe. The results are undeniably attention-grabbing on a retail shelf and online.

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