A key learning from the research was that Dosa batter starts to ferment as soon as it is packed. The more the exposure to air, the faster is the fermentation. Most of the current packs do not offer resealing. The ones that do, employ a zip lock wherein the batter accumulates, making it difficult to reseal. The out come of the design challenge was Eastern’s innovative breakfast range, an attractive and practical packaging proposition. Following the same visual architecture, Eastern is expanding its breakfast range with more delicacies, to spread the same joy this pack brought into the lives of its consumers.
The new packaging design presents a very consumer-friendly solution to each step in its usage cycle, from purchase to consumption. This stand-up pouch stands out on the shelf because of its unique profile. A circular cutout towards the top edge helps significantly in handling and pouring. The proportions enable it to fit into a refrigerator door with ease. It fits into the well-laden Indian refrigerator psyche, not only to be consumed once but as many times as the consumer wishes to. In terms of communication, the disruptively appetizing concept ‘Rise & Shine’ beautifully resonates with the idea of mornings. The graphics represent a healthy, fresh and energetic start to the day. It expresses the joy of morning brilliance, creating a vibrant morning mood that a good breakfast food must bring to the household.