Kunjilal Dalsevwale (KLD)

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KUNJILAL DALSEVWALE Local brands with delicious
products are facing an identity crisis. In the
continual evolution of consumer behaviour, it
has become more challenging for them to tap the
mind of the actual buyer, because what worked 20
years ago, will probably not work today. Brands
that were started by the grand fathers and
great-grand fathers of the current owners feel
stuck because their packaging is either dated or
has nothing distinctive. These companies have
high aspirations of making their products reach
city folk in Delhi, Mumbai and Bangalore but
while they are sure of the product, the same
cannot be said about the packaging.
We have all, at some stage, bought a product
which looked good on the outside, but the taste
was quite frankly forgettable or just plain
inedible. With wider awareness about core
ingredients, allergies and increased regulations
by the FSSAI, manufacturers are now forced to put
more thought into what they say on their
packaging. This is what drives companies like
Design Dimensions to create world-class packaging
for home- grown brands, giving them an edge over
mediocre products in the market. The packaging
design process starts with understanding the
client, the intended target market, the essence
of the brand and finding the highlight of the
product. Once that is done, work begins through
story- telling because it is stories that make
people curious about brands. A good brand story
will always add a personal touch to anything
that a consumer is going to buy. As consumers,
our purchases
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will often show that we are driven to buy things
that speak to us through the packaging even if
we have zero to mild interest in the actual
product to begin with.
Capitalising on this aspect of consumer pyche,
Design Dimensions gave Kunjilal Dalsevwale a
brand-new look. Kunjilal Dalsevwale (fondly known
as KLD) is run by the 3rd generation and wanted
the confidence to stand side-by-side with any
food brand whether in New Delhi, London or
Dubai. They wanted KLD to have distinctive
branding with a bright colour palette and a fun
mascot. Design Dimensions did all that and more.
With a strong belief that creativity is part of a
bigger picture. They approached the project with
open minds - understanding the clients brief,
targeting relevant demographics and striving to
achieve more than the desired result.