Maya Kaimal, award-winning cookbook author, founder and brand namesake, came to LBB with an interesting challenge. While the brand held the position as the #1 fastest growing Indian food brand distributed in grocery and club channels nationally, it had very low awareness and was quickly becoming fragmented at shelf as new innovations were launched.
LBB structured a process to address the two issues at the core of the challenge. First, identify the brand’s purpose, then use that to inspire LBB’s design team to explore updated packaging design that was equal parts bold and intentional. A key component of the design challenge was identifying how to optimize Maya Kaimal’s equities so they worked harder for the brand, which included increasing recognition with a more impactful brand identity. We also created the tagline Inspired Indian Foods and designed bespoke patterns fueled by Maya’s love for Indian textiles. The patterns are one aspect of the strategic design system LBB created that allows for portfolio segmentation that consumers can easily understand, navigate and shop.