MTR Foods has announced the launch of its new brand identity with a new logo and packaging, created by Elephant Design.
The re-branding is to keep pace with the current environment and consumer behavior, informed an official statement. This is in line with MTR introducing 44 innovations in product line in the last three years, and opening up an e-commerce site, it added.
Sanjay Sharma – CEO, MTR Foods, said, “Today’s consumers have evolved quite a bit – both in terms of their food preferences as well their consumption patterns. They prefer Indian food but perceive it to be cumbersome and time-consuming. Our brand is the flag bearer of innovative, easy-to-make, nutritious and authentic-tasting products that take away the time dimension from cooking and make Indian food more accessible to consumers."
He added, “However, as a brand we needed to change to reflect who our key consumers are today. While the new brand identity better represents where the company is today, our detailed growth strategy will make MTR ready for the future. This is the new beginning for MTR Foods and we are confident that the changes we have undertaken and our new brand identity will make us a part of our consumers’ everyday lives.”
Ashwini Deshpande, co-founder and director, Elephant Design, noted that the re-branding exercise involved defining renewed purpose, creating visual identity and packaging communication, evolving portfolio strategy and packaging design for over 120 products, sold as 350 SKUs.
Elephant Design bagged the assignment post a multi-agency pitch last year.