New Delhi, May 07: 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
