Packaging an oatmeal brand that loves your taste buds and your guts.

Joyful Inside is a probiotic food brand creating a new market in India. The project involved competitive research, brand strategy, brand identity and packaging design for their first line of products – India’s first probiotic oatmeal. The ask was to create a breakfast cereal brand like no other – youthful without being childish, trustworthy without any asterisks, something that no one had seen before. And that’s exactly what we did.

The visual identity features a bold typographic logo that cleverly brings together a grain and a subtle nod to a happy digestive tract. On the other hand, the packaging is the first not to feature a cliched cereal bowl. Instead, we chose to visualise the pack with ingredients pouring down onto witty typography and vibrant flavour colours. The idea was to visually represent the feeling of pouring oatmeal out of the box and be transparent about exactly what goes into the oatmeal – nothing but natural ingredients.

We wrapped rich ingredient imagery around the box along with hints of gold foil on claims and ingredient illustrations to make it feel premium yet youthful. The box is designed to be equally intriguing on the front and back – we used the back panel to tell their sourcing story in an honest, fun and engaging way. The design uses a fresh colour palette that brings each flavour to life and also forms a pleasing palette on the shelves which is a breath of fresh air in the cluttered cereal market.

A treat for your eyes, and your tastebuds – Joyful Inside successfully launched in 2021 online and in stores across India.