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Puri Oil Mills

BRAND STRATEGY + BRAND IDENTITY + PACKAGING + ACTIVATION

A delicious take on authenticity

Puri Oil, an 88-year old legacy brand’s packaging design brought alive the true characteristics of mustard oil. 

The brand needed a fresh approach towards the product’s packaging to reach a younger market while creating a distinct branding and messaging system to stand apart in the otherwise cluttered retail environment.

Puri Oil’s plan to expanding its portfolio sought the need for a unified branding and packaging design system. 

Rejuvenating P Mark

Puri Oil Mills Limited, the custodians of brand ‘P Mark’ is a brand leader in the mustard oil segment going back to 1933. They wanted their brand to reach the growing younger segment of the population and to have a brand personality that connected with the youthful audience. 

Mustard oil is often seen as a poor man’s oil and Puri Oil has always been proactive about changing this perception in the Indian market. The brand’s proven track record of purity and quality, was highlighted in the new packaging design system. 

Bottling a Legacy

The product packaging design was based on an in-depth research study. This strategic process led to the shape, materials, and form of the bottle. The optimum shape for storage on shelves for display combined with the ease of holding the bottle and pouring out the oil were all taken into consideration.

Redesigning a Broad Identity

The graphic design for the labels incorporated a striking system with bold features that celebrated the value of mustard oil. 

Since Puri Oil has several types of mustard oil, the design system had to
deliver consistency across product offerings. The different types of mustard
oil - Organic, Kachi Ghani, and Mild - were distinguished by changing the label color, while keeping the central portion of red and yellow stripes the same across all oil types.

The new branding and packaging design are authentic, sharp, youthful, and attractive.  It thoughtfully retains the P Marks’s stamp of trust and the traditional feel of a Mustard oil brand while connecting with a younger audience.

Consumer Feedback

The client carried out in-depth customer research and focus group discussions engaging a leading brand research organization to test the new brand identity among consumers across the brand’s core markets. The new brand identity and packaging design were successfully received. 

Team

George John
Mohan Godwal
Simran Singh
Jonak Das
Saurabh Wadhwa
Anthony Lopez

Support

Lalit Kumar
Chetan Swarup
Zeena Lopez

 

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