A Bold Transition: Alpino Packaging Design Wins India’s Best Design Project Award 2023

Alpino, initially recognised in the fitness segment, embarked on a significant transition to enter the breakfast segment. This strategic shift aimed to broaden their market appeal and reach a wider audience. A crucial aspect of this transition involved lowering the brand’s age demographic from 55 to 20 years and above, thereby making the brand more appealing to younger consumers.

Designing Scalable Packaging Architecture
Creating a packaging architecture that could extend to various products and scale across different sizes was another critical aspect of the rebranding. The goal was to ensure consistency and flexibility for future product lines while also bringing out the story of the product. This involved highlighting the origins and unique aspects of the ingredients used in Alpino’s products.

A Fresh Design
To reflect Alpino’s vision and ambitions, a contemporary design was crafted to help the brand become synonymous with peanuts. The packaging features an illustration representing Junagadh, where the brand sources its hero ingredient – peanuts – adding a touch of authenticity and local pride. The new packaging architecture is unique to the category; clean and contemporary. It also gives various recipes on the pack to show different ways the products can be enjoyed.

Consistent & Informative Design
The rebranding helped Alpino relaunch with a strong and extendable brand identity and packaging design. The new visual language has been extended beyond physical products to digital platforms such as the website, Instagram, LinkedIn, and exhibition stalls, enabling a cohesive brand presence. The product now stands out on the shelf amidst competitors, which has increased the ‘pick up’ factor and positively impacted sales.

Multiple variants and SKUs have been designed, keeping the visual language intact. The back of the packs also tell a story while highlighting all the USPs, certifications, and a fun fact about peanuts on every pack, making the product informative and engaging. This consistent and informative design approach has further solidified Alpino’s position in the market, ensuring a lasting impact and continued growth.

Credit: Bizongo Desworks