Question
How do you differentiate a new rice brand in a market led by legacy brands? 

Answer
Designing for enhanced visual shelf impact.

Question
How do you differentiate a new rice brand in a market led by legacy brands?    

Answer
Designing packaging for enhanced visual shelf impact.

Question
How do you differentiate a new rice brand in
a market led by legacy brands? 

Answer
Designing packaging for enhanced visual shelf impact.

Question
How do you differentiate a new rice brand in a market led by legacy brands? 

Answer
Designing packaging for enhanced visual shelf impact.

Question
How do you differentiate a new rice brand in a market led by legacy brands? 

Answer
Designing packaging for enhanced visual shelf impact.

Jashn Basmati Rice, the flagship brand of Jashn Foods, has pioneered the milling and processing of high-quality basmati rice in India. The company is committed to delivering the finest basmati rice in the mid-price segment that features long and slender grains — ideal for both day-to-day cooking and special-occasion meals.  

In a commodity market, consumers do not perceive significant differences between products and brands, and prices are fairly standardised. Desire is driven by emotion, consumers inevitably tend to link certain instincts, emotions and, ultimately, loyalty to specific brands. Our challenge was to establish and differentiate Jashn in a market led by brands with a legacy of over five decades. In a market of more or less identical products, creating an emotional connection with the audience was crucial.

SERVICES  POSITIONING | PACKAGING ARCHITECTURE
CLIENT JASHN FOODS
SECTOR  FMCG

Jashn Basmati Rice, the flagship brand of Jashn Foods, has pioneered the milling and processing of high-quality basmati rice in India. The company is committed to delivering the finest basmati rice in the mid-price segment that features long and slender grains — ideal for both day-to-day cooking and special-occasion meals.

In a commodity market, consumers do not perceive significant differences between products and brands, and prices are fairly standardised. Desire is driven by emotion, consumers inevitably tend to link certain instincts, emotions and, ultimately, loyalty to specific brands. Our challenge was to establish and differentiate Jashn in a market led by brands with a legacy of over five decades. In a market of more or less identical products, creating an emotional connection with the audience was crucial.

SERVICES  POSITIONING | PACKAGING ARCHITECTURE
CLIENT JASHN FOODS
SECTOR  FMCG

Jashn Basmati Rice, the flagship brand of Jashn Foods, has pioneered the milling and processing of high-quality basmati rice in India. The company is committed to delivering the finest basmati rice in the mid-price segment that features long and slender grains — ideal for both day-to-day cooking and special-occasion meals.  

 In a commodity market, consumers do not perceive significant differences between products and brands, and prices are fairly standardised. Desire is driven by emotion, consumers inevitably tend to link certain instincts, emotions and, ultimately, loyalty to specific brands. Our challenge was to establish and differentiate Jashn in a market led by brands with a legacy of over five decades. In a market of more or less identical products, creating an emotional connection with the audience was crucial.

SERVICES  POSITIONING | PACKAGING ARCHITECTURE
CLIENT  JASHN FOODS
SECTOR  FMCG

Jashn Basmati Rice, the flagship brand of Jashn Foods, has pioneered the milling and processing of high-quality basmati rice in India. The company is committed to delivering the finest basmati rice in the mid-price segment that features long and slender grains — ideal for both day-to-day cooking and special-occasion meals.  

 In a commodity market, consumers do not perceive significant differences between products and brands, and prices are fairly standardised. Desire is driven by emotion, consumers inevitably tend to link certain instincts, emotions and, ultimately, loyalty to specific brands. Our challenge was to establish and differentiate Jashn in a market led by brands with a legacy of over five decades. In a market of more or less identical products, creating an emotional connection with the audience was crucial.

SERVICES  POSITIONING | PACKAGING ARCHITECTURE
CLIENT JASHN FOODS
SECTOR  FMCG

Jashn Basmati Rice, the flagship brand of Jashn Foods, has pioneered the milling and processing of high-quality basmati rice in India. The company is committed to delivering the finest basmati rice in the mid-price segment that features long and slender grains — ideal for both day-to-day cooking and special-occasion meals.  

 In a commodity market, consumers do not perceive significant differences between products and brands, and prices are fairly standardised. Desire is driven by emotion, consumers inevitably tend to link certain instincts, emotions and, ultimately, loyalty to specific brands. Our challenge was to establish and differentiate Jashn in a market led by brands with a legacy of over five decades. In a market of more or less identical products, creating an emotional connection with the audience was crucial.

 SERVICES   POSITIONING | PACKAGING ARCHITECTURE
CLIENT  JASHN FOODS
SECTOR  FMCG

The peacock, which is the national bird of India, is often represented in imagery from erstwhile eras and is known for its rain dance during the monsoon season, which is also the cultivation period for rice in India. We used the peacock as a metaphor to represent the onset of good times - the start of a Jashn. Taking inspiration from the painterly flow commonly seen in contemporary Indian art and culture, we created a design that looks traditional yet contemporary. Close attention to detail has been paid by carefully extending the visual language across the packaging through the use of recurring elements such as the grains of rice.

The peacock, which is the national bird of India, is often represented in imagery from erstwhile eras and is known for its rain dance during the monsoon season, which is also the cultivation period for rice in India. We used the peacock as a metaphor to represents the onset of good times - the start of a Jashn. Taking inspiration from the painterly flow commonly seen in contemporary Indian art and culture, we created a design that looks traditional yet contemporary. Close attention to detail has been paid by carefully extending the visual language across the packaging through the use of recurring elements such as the grains of rice.

The peacock, which is the national bird of India, is often represented in imagery from erstwhile eras and is known for its rain dance during the monsoon season, which is also the cultivation period for rice in India. We used the peacock as a metaphor to represents the onset of good times - the start of a Jashn. Taking inspiration from the painterly flow commonly seen in contemporary Indian art and culture, we created a design that looks traditional yet contemporary. Close attention to detail has been paid by carefully extending the visual language across the packaging through the use of recurring elements such as the grains of rice.

The peacock, which is the national bird of India, is often represented in imagery from erstwhile eras and is known for its rain dance during the monsoon season, which is also the cultivation period for rice in India. We used the peacock as a metaphor to represents the onset of good times - the start of a Jashn. Taking inspiration from the painterly flow commonly seen in contemporary Indian art and culture, we created a design that looks traditional yet contemporary. Close attention to detail has been paid by carefully extending the visual language across the packaging through the use of recurring elements such as the grains of rice.

The peacock, which is the national bird of India, is often represented in imagery from erstwhile eras and is known for its rain dance during the monsoon season, which is also the cultivation period for rice in India. We used the peacock as a metaphor to represents the onset of good times - the start of a Jashn. Taking inspiration from the painterly flow commonly seen in contemporary Indian art and culture, we created a design that looks traditional yet contemporary. Close attention to detail has been paid by carefully extending the visual language across the packaging through the use of recurring elements such as the grains of rice.

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