iD Fresh Food has introduced a refreshed packaging design across its product portfolio in partnership with design consultancy Elephant. The updated packaging aims to retain the brand's familiar identity while enhancing shelf visibility and presenting a more contemporary look.
The redesigned packs place greater emphasis on ingredients and product imagery, while introducing a design system that can be adapted across different product categories.
Commenting on the redesign, PC Musthafa, co-founder and CEO, iD Fresh Food, said the company wanted to modernise its packaging without losing the familiarity and trust it has established with consumers.
"Our objective was to refresh the packaging without changing what consumers already associate with iD. Elephant helped us retain the brand's core identity while creating a packaging system that feels more contemporary," added PC Musthafa.
Gaurav Kwatra, CMO, iD Fresh Food, added that the refreshed identity has been developed to create greater consistency across the company's growing portfolio while reinforcing its commitment to trust and transparency.
Ashwini Deshpande, co-founder, Elephant, said the redesign focused on updating the brand's visual language while preserving its recognisable identity. According to her, the revised packaging incorporates typography and ingredient-led imagery to improve product visibility across retail shelves and digital platforms.
Founded in 2005, iD Fresh Food operates in India and several international markets, including the UAE, the US, the UK, Oman and Saudi Arabia. The company said the refreshed packaging will be introduced across its product range in phases.