- The move marks the first visual
identity refresh for the pickle portfolio since launch.
- Built around mothers’ love, traditional
ways of pickle-making and authentic recipes drawn from regional traditions,
the new design is rooted in the evolving language of today’s consumer.
Mumbai — Mother’s Recipe is set to
refresh the visual identity of its iconic pickle range, marking the first uplift
for the portfolio since launch. Built around the taste of mother’s love, the
upcoming label change reimagines the brand’s most familiar category through a modern
expression of the brand’s core with a more distinctive design rooted in
emotional cues.
For years, Mother’s Recipe iconic glass
pickle bottles have been associated with the kind of nostalgic taste that comes
from recipes passed down by mothers and grandmothers over time. We wanted the
new look to be rooted in Indian traditions.
Available in a range of 64+ variants, the
task was daunting, each design had to draw inspiration from regional visual
elements, like the rich hues of regional sarees, traditional utensils, colour
coded fabric napkins, and Swaad Mamta Ka – the core of each recipe that we have
in our pickles – mentioned in over 10 languages on various regional labels.
Each of the 64 variants had to be visually differentiated through detailed
photography, with the use of fresh regional fruits, distinguishing it right
from the size of the cut mangoes, the variety of spices used in each region, and
actions associated with pickle-making have been woven into the identity connecting
what you see on the pack to where it comes from and how it tastes.
Most important to us was the use of a
mother’s hands with region specific bangles in the act of making pickle,
retained intentionally to reinforce authenticity and create a direct link
between the product and memories of traditional pickle-making at home, to drive
consumer confidence. The pickles use no added artificial preservatives, and are
made the way our mothers would make traditionally at home, and this is
highlighted by the “No preservatives” unit on the new label.
Speaking on the upcoming identity refresh, Sanjana
Desai, Executive Director, Desai Foods Pvt. Ltd., said, “Mother’s Recipe
pickles have long been associated with taste of Mothers’ love stemming from the
familiarity, trust and the kind that feels deeply rooted to our traditions. As
we looked at this identity change, our endeavour was not simply to update the
packaging, but to present that legacy in a way that feels more relevant to
today’s consumer.”
Dhun Patel, CEO, Therefore Design, said, “This redesign gave us
the opportunity to revisit how Mother’s Recipe pickles are expressed visually,
while staying close to what the range already means to consumers. The effort
was to build a system that feels more current in market while still remaining
recognisable as Mother’s Recipe.”
The refreshed visual identity for Mother’s
Recipe’s pickle range will be introduced across markets in line with rollout
plans and product availability.