| CLIENT: | Kraft Heinz India |
| CATEGORY: | Health Food Drink |
| INTERVENTION: | Brand Packaging Implementation across portfolio. |
For over a century, children in India have been brought up on malt-flavored powdered milk drinks that were perceived to help them become healthy and strong. While there were multiple malt-based brands available in the market, Kraft-Heinz India’s Complan did not have such an offering. The brand decided to introduce malt-based products in the Indian market and at the same time, revamp packaging design across its portfolio.
A Singapore-based design agency was commissioned to redesign the brand packaging - create one master SKU per Variant and define guidelines for adaptation. Encept was then tasked with managing the design implementation across the portfolio involving 50+ SKUs
The master designs we received were further developed to ensure design harmonization across substrates/ pack formats - cartons, jars and sachets. Basis discussions with print vendors to validate implementation feasibility, colour palettes and artwork technical specifications were defined to ensure standardized shades could be achieved across different material/ print processes. We also came up with solutions for post-print finishes across different substrates.
Once the master artwork specifications across pack formats were determined and designs were locked, we adapted the design architecture & language across line extensions, flavour variants and SKU sizes and built out colour separated, print ready artworks with appropriate reprographics/ prepress. Seeking layout and content approvals is the most time-consuming task, which we managed to complete on schedule despite multiple amends to account for feedback from different stakeholders.
The whole roll-out was also backed up with development of colour-managed Epson proofs, mock-ups, and printer proofs. Encept also managed press approvals for the commercial print runs thereby ensuring consistent output across multiple vendors.
The entire packaging implementation (post design lock to print release) for the Complan portfolio involving 50+ SKUs, 3 pack formats, 12 design variants and 3 print vendors was managed in just 28 days.
This involved several critical technical interventions and enhancements to the design including establishing the right colour palette, defining post-print finishes, proofing, and artwork rollout. All artworks and proofs generated by Encept were customized to printer specifications leading to near-zero interventions from print vendors on artworks. Effectively, print runs and therefore the launch went on schedule while achieving a high degree of colour/ shade & print quality standardization across the entire portfolio.
