iD Fresh Food has unveiled a revamped packaging design for its entire product line, collaborating with design consultancy Elephant. This new look aims to preserve the brand’s well-known identity while enhancing its visibility on shelves and achieving a more modern aesthetic.
The updated packaging emphasizes the ingredients and product images, incorporating a versatile design framework that can be adapted for various product types.
PC Musthafa, co-founder and CEO of iD Fresh Food, remarked on the redesign, emphasizing the company’s goal to modernize its packaging without compromising the familiarity and trust it has built with its customers.
“Our aim was to rejuvenate the packaging while maintaining the associations that consumers have with iD. Elephant played a critical role in helping us uphold the brand’s core identity, all while developing a packaging system that feels more current,” explained PC Musthafa.
Gaurav Kwatra, CMO of iD Fresh Food, noted that the new branding aims to provide greater consistency throughout the company’s expanding portfolio, further solidifying its dedication to transparency and trustworthiness.
Ashwini Deshpande, co-founder of Elephant, highlighted that the redesign primarily focused on refreshing the brand’s visual language while keeping its recognizable elements intact. She noted that the new packaging features typography and imagery centered around ingredients, which enhances product visibility both in retail spaces and on digital platforms.
Established in 2005, iD Fresh Food operates not only in India but also extends its reach to international markets, including the UAE, the US, the UK, Oman, and Saudi Arabia. The company announced that the new packaging will be rolled out gradually across its entire product range.
