National has been a kitchen staple in Pakistan for over 50 years. Rich in heritage and renowned for its Recipe Mixes, the brand has firmly established itself as a favourite for families across the country. But whilst the quality of National’s Recipe Mixes remained unquestioned, its cultural relevance needed to be addressed. Regional taste preferences meant that its closest competitor had established a real threat at fixture. Still, the biggest challenge was appealing to a target audience whose relationship with the brand was evolving in line with their changing roles within the family home.
Taxi Studio collaborated with National Foods to transform its Recipe Mixes packaging with its first refresh in a decade. The aim? To create an identity as vibrant and diverse as the flavours delivered, providing home cooks with all the inspiration they need to prepare deliciously authentic Pakistani meals.
The ‘National Pride’ packaging identity was designed to depict Pakistan’s rich culture and tradition. The subtle crescent moon of the Pakistan flag houses contemporary dish photography and key ingredients, with the star of the flag inspiring the placement of an accompanying garnish. This idea informed all off-pack communications, from out-of-home campaigns and TVC, to in-store activations and brand ambassador uniforms.
The result?
• Appetite Appeal +10%
• Quality Perception +10%
• Brand Trust +13%
• Brand Engagement +11%
“Taxi Studio demonstrated a deep understanding of our business, consumer behaviour and Pakistan’s culture. They transformed our brand by creating a completely ownable, timeless design system – positioning us to compete both locally and globally – surpassing our expectations.”- Abrar Hasan, CEO, National Foods
CREDIT
- Agency/Creative: Taxi Studio
- Article Title: Taxi Studio Revolutionises Pakistan’s #1 Recipe Mix Brand, National, for the First Time in a Decade!
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Bristol | London
- Market Region: Asia
- Project Deliverables: Brand Architecture, Brand Design, Brand Identity, Brand Rejuvenation, Brand World, Branding, Packaging Design, Packaging Guidelines
- Format: Box
- Substrate: Pulp Paper
- Industry: Food/Beverage
- Keywords: National Foods, National, Taxi Studio, Packaging Design, Food & Beverage, Brand Architecture, Brand Design, Brand Rejuvenation, Branding, Brand World
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Credits:
Creative Director: Karl Wills
Design Director: Martin Fresle
Designer: Liv Beresford-Evans
Client Lead: Victoria Stuart
Project Lead: Neil Reekie
Artworker: Tom Bertin
CCO: Spencer Buck
