As a part of the brand and design strategy, along with the category team, we created a new sub-brand called PLAYZ designed to support more launches in future in the puffed segment with a challenging timeline.

KurkurE PlayZ identity and packaging aim to create a new sub-category for Kurkure in India by taking a completely new cohort by leveraging design thinking to dial up the most relevant category codes, bold, vibrant and playful look to drive distinction for the brand in a very fragmented yet tough segment to penetrate.  

Each element on the pack is well thought out and crafted. Playz wordmark was designed to work wonderfully with the iconic Kurkure logo. Multiple new characters were developed to support the brand through various consumer touchpoints, where we needed to dial up the playful quotient. The use of a bright pop colour palette ensured a bold shelf throw. One of the most important aspects of this packaging was to tell the consumers that this is a value-driven proposition and that they will get a ‘BAG FULL OF PRODUCT’, we used this to our benefit to create an interesting visual play with the new character. Every element on the pack colour, typography, character development, product & ingredient representation was curated to work for the new proposition.