Mars Edge, the entrepreneurial arm of Mars, has launched a new snack line in India, with a brand and packaging strategy by London agency Straight Forward Design.
GoMo Dal Crunchies have been developed to close the nutritional gaps of children between the ages of six and 18. Three flavours are now available: chili lemon pepper, masala mix and green chutney. Each variant contains 6g of protein per 35g serving.
Straight Forward Design was enlisted to create a brand identity that would appeal to Indian mothers.
Mike Foster, Straight Forward Design creative director, said: “We wanted to create a positive, optimistic identity to send a very clear message to mums, ‘This is a safe, nutritious product that will give your child the strength to perform at his or her best every day.’”
A visual shorthand was developed to reach people across India regardless of language or literacy. To that end, images of the ingredients play a vital role on pack. A deep blue was chosen as the primary brand colourway across all variants to provide consistency.
Foster added: “It was imperative that we appreciated the brand’s role, its audience, and that it was all about being safe, nutritious, and endorsed by mum.”
Megha Mehta, senior brand manager of Mars Edge, said: “This affordable, nutritious product has been created to help nourish school-going children, empowering them to live fuller lives.
“Straight Forward Design really grasped that, and delved deep to truly understand what a huge and diverse market we’re dealing with. The team has delivered a brand that appeals on so many levels to Indian mums.”
© FoodBev Media Ltd 2019
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