The redesign was done after research revealed that the former packaging was perceived as "old fashioned."
Shan Foods recently completed a repackaging exercise for the entire Shan portfolio, although so far, the company has only rolled out the new packaging for the recipe mix range (this includes Arabic, Oriental and Traditional recipe mixes), pickles and plain spices in the market.
This is the first change in over a decade and according to Haroon Rashid, GM, Shan Foods, was the result of market research in several countries (including Pakistan, Canada and USA) which revealed that the “former packaging was perceived as old fashioned.”
The new packaging, which was designed by a UK-based design firm (Shan Foods declined to provide the name of the company), assigns different colours to different varieties of masala (green for biryani mixes, pink for korma, etc.) and features a QR code which takes users directly to product descriptions on the Shan Foods website.
The packaging material has also been updated to international food grade quality box board. All these elements, says Tabrez Ahmed, Brand Manager, Shan Foods, contribute in creating “packaging that reflects international quality standards.”
Shan Foods launched an advertising campaign to promote the new packaging. Conceptualised by JWT Pakistan, the campaign was run on all media.