IndiGo/ Indigo Airlines Design & Branding INDIGO FOOD PACKAGING by Wieden + Kennedy Delhi

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INDIGO FOOD PACKAGING

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Industry Airlines
Media Design & Branding
Market India
Agency Wieden + Kennedy Delhi
Executive Creative Director V.sunil
Art Director Hanif Kureshi, Rocky Hao, Latheesh Lakshman, Sarah Fotheringham
Copywriter Keshav Naidu, Nirmal Pulickal, Annalisa Merelli, Sarah Coles, Molona Wait Longchar
Illustrator Reshidev Rk
Released February 2012

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: INDIGO AIRLINES
Product/Service: ONBOARD FOOD PACKAGING
Agency: WIEDEN+KENNEDY
Executive Creative Director: V Sunil (Wieden+Kennedy Delhi)
Art Director: Hanif Kureshi (Wieden+Kennedy Delhi)
Art Director: Sarah Fotheringham (Wieden+Kennedy Delhi)
Art Director: Rocky (Wieden+Kennedy Delhi)
Illustrator: Reshidev Rk (Wieden+Kennedy Delhi)
Copywriter: Sarah Coles (Wieden+Kennedy Delhi)
Copywriter: Keshav Naidu (Wieden+Kennedy Delhi)
Copywriter: Molona Wait Longchar (Wieden+Kennedy Delhi)
Copywriter: Annalisa Merelli (Wieden+Kennedy Delhi)
Art Director: Latheesh Lakshman (Wieden+Kennedy Delhi)
Copywriter: Nirmal Pulickal (Wieden+Kennedy Delhi)
Media placement: Corny Chips - IndiGo Domestic And International Flights - August 2011
Media placement: Spicy Kulcha - IndiGo Domestic And International Flights - August 2011
Media placement: Salad Re-Quest - IndiGo Domestic Flights - March 2012
Media placement: Mini Dosai - IndiGo Domestic Flights - March 2012
Media placement: Indo-French Connection - IndiGo Domestic Flights - March 2012
Media placement: Atta Biskoot - IndiGo Domestic And International Flights - May 2011
Media placement: Stick Man - IndiGo Domestic And International Flights - February 2012

Describe the brief from the client
To design packaging for the updated 2011 in-flight menu for IndiGo, India's coolest low-cost airline.

Describe the challenges and key objectives
Because IndiGo is a low-cost airline, their budget is limited and they can't provide conventional sources of entertainment on board. With this in mind, the on-board food packaging needed to multitask and provide an alternative source of entertainment for passengers.

Describe how you arrived at the final design
Each package was designed to add fun and interest to the onboard experience. Some are culturally reflective. For example the 'Spicy Kulcha' is based on vintage Indian matchboxes, whilst 'Mini Dosai' reference Udipi-style restaurants in South India. Others are intended to entertain. For the salad packaging we created a game – search for the ingredients hidden in the 'bizarre bazaar.' And finally, some were created to serve as mementos from the customer's trip, like the reusable Atta Biskoot tin.

Give some indication of how successful the outcome was in the market

Because of it's strong brand voice and unique innovations for a low-cost carrier, IndiGo has become India's no.1 airline with 19% market share. IndiGo's food packaging has become one of it's best-known features, with customers keeping and collecting the tins, and showcases in international publications such as Wallpaper*.