Monginis sdp case study

Monginis Case StudyDESMANIA DESIGN PVT. LTD.

Monginis is a number 1 cake brand in India and has a very extensive network of more than 500

exclusive cake shops spread across 12 major cities in India, in additional to extensive coverage

of over 15,000 retailers selling Monginis branded products. It became a truly international

brand in the year 1991, when it entered Egypt. Today it is one of the leading bakery brands in

Egypt and has a presence in Cairo and Alexandria with over 35 exclusive shops in addition to a

number of retailers selling Monginis branded products on non-exclusive basis. A specialist in

making Cakes begins right from selecting right quality ingredients in precise quantities,

blending them together to the best of knowledge and baking to the level of perfection. The soft

and moist sponge so made is then sumptuously layered and coated with cream flavoured with

dark chocolate or milk chocolate or with various fruit flavours. These flavours are used either

alone or in various combinations to give the best possible mouth feel to the cake.

The lovely birthday cakes can even be delivered anywhere in 12 prominent cities in India where

Monginis has presence.

World is increasingly buying “online” and today one can order virtually anything from within the

comforts of his or her home or office. Monginis has successfully married a concept of buying

the cakes online with its core strengths of making yummy cakes and delivering them promptly

to the places wherever required. One can order cakes of one's choice by logging on its website

www.monginis.net .

Introduction

• Monginis has threat from its competitors such as Birdy‟s, Brownie Point, Ribbons

& Balloons, Denish, Croissants etc.

• Cadburys and McDonalds are also a threat to it because they are also positioning

their products on the lines of celebration.

• The biggest competitor for Monginis in Kirana stores and Modern Retail Format

Stores is Britannia & Sunfeast Brands as they have a wide range of Bar cakes,

cookies and snacks. These brands have a consistent packaging and graphics

across their range of products.

• Monginis could not offer variety on their products as their competitors did. The

youth class were shifting towards the new range of products which the

competitors offered.

• For many years now Monginis hasn't changed the visual identity of there product

range which has made them look outdated compared to their competitors

products.

• Another major problem faced during the manufacturing process of the cakes were

the amount of wastage which was massive & needed to be looked into. When a

cake is designed & cut into to a particular shape, most of the unwanted loaf would

be wasted.

Current Market Conditions

.

Current Market Conditions

.

Design Research & Insights

Objective:

To understand the market scenario of Monginis, looking at it through

the eyes of the users (primary, secondary and tertiary) and arriving at

a set of conclusions in order to design and strategize upgrading the

Monginis brand.

Method

Qualitative & Quantitative research of the product‟s production,

transport, storage and use ecosystem using Ethnographic and

Psychometric research methods over the four areas indicated below.

• User

• Task

• Product

• Environment

Design Strategy:

Redesigned packaging and Brand Identity for a new look and feel.

Research

.

• A heart tugging tagline on the lines of dairy milks " A gift for someone

you love" could help, especially as the survey indicated many people

give cakes as gifts. Wrapping paper and cards at the billing counter

could encourage impulse purchase.

• The Uniform at present is more appropriate in a pharmacy than a

cake shop. The employees could wear aprons conjuring up images of

baking .Caps and gloves may give a sense of hygiene.

• There should be some campaign or a range of products that target

the weight conscious, low calorie cakes or highlight the health

benefits of some product.

• Like cocktails have umbrellas or slices of melon, there could be a

custom insert ( sort of a flag) on the cakes bearing the Mongini's

logo.

• Since the customers do not pick up the products themselves and rely

on the shop staff there is no need for large quantities of product to be

displayed ( especially the packaged products) , reducing visual clutter

will ensure that the customer sees more and maybe resultantly

purchases more.

User Insights

.

Design Directions

Objective:

• To provide the consumers with innovative and creative designs keeping in

mind the international standards and competition in the F&B market.

• To redesign the brand with new and unique style. Redesigning the

packaging and Brand Identity for a new look and feel.

The Brainstorming:

• The following things were taken into consideration during the

brainstorming session...The Monginis Brand Identity, The SBU-I & SBU-II

Range including the brand communication collaterals. The Logo was the

first to be redesigned along with the brand collaterals followed by the new

design for the SBU-I and SBU-II packaging.

Idea Generation

.

The Key Words:

• Soft, Devine, Appetizing, Tempting, Goey, Toothsome, Scrumptious, Spongy,

Heavenly, Mouth watering, Delicious.

Elements:

• Monginis being in the market for so long needed to have some element

which conveys its business. An illustration of a cake solved the purpose.

Colours:

• The idea of using the brand colours i.e. Blue & Magenta, for the cake boxes

was a biggest task as the colour blue is not considered to be a food colour.

Idea Generation

.

• Illustration based designs, is a new trend in international as well

as in Indian market.

• Its advantage is that it has not been explored much in food

packaging, so using illustrations will give a unique look to the

packaging.

• The product will also stand out from others in malls and small

stores.

• On the other hand printing cost will be comparatively low.

• As we found in the survey that attractive and bright colours in

packaging attracts customer.

• The logo element would carry „Celebration‟ & „Did you know‟

messages.

Direction 01 | Illustration Based

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Direction 01 | Illustration Based

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• Use of an Icon gives an individuality to the brand.

• It brings uniformity in case of packaging as well as promotional

media.

• Icon will help Monginis create a very distinct and unique identity

compared to their competitors as nobody has used icons so far.

• As the research findings showed that transparency is preferred in

packaging by consumer

• This design can be used as special gift boxes which consumers

can choose

Direction . | Icon Based

.

Direction . | Icon Based

.

THE QUICK

BROWN FOX

JUMPS OVER

THE LAZY

DOG

THE QUICK

BROWN FOX

JUMPS OVER

THE LAZY

DOG

THE QUICK

BROWN FOX

JUMPS OVER

THE LAZY

DOG

• A direction totally based on typography & colours

• Monginis has a wide range of products and it was not easy to

work on all the design simultaneously.

• To avoid delays & to meet the timelines for the SBU-I & SBU-II

product pack design a list was prepared to prioritize the

categories.

Direction 03 | Typography Based

.

Brand Interface Design

According to survey, a new design language was developed for

Monginis. This new design language has been adopted in packaging

as well as other collaterals.

LOGO:

The logo was the first to be reworked. The key words for the logo

were fresh, new age, youthful,trendy, happy, consumer oriented, fun

& celebration...

The New logo transformation-

• The elements which were in the old logo have been removed.

• The logo has a smiley on the top which symbolizes the keywords

mentioned above.

• The Logo has been placed on a Blue circle element which is

further surrounded with three white circles which depicts the idea

of Celebration, Happiness & Fun.

• The position size of the cap and the trumpet have been changed.

• The tag line has been changed.

Logo Refinement

.

Logo Refinement | Old Logo

.

Logo Refinement | New Logo

.

The Brand interface design consists of the following:

• Dealers Visiting Card

• Employee Visiting Card

• Shop Opening Invitation Card

• Envelope

• Greeting Card

• Shop Opening Banner

• Menu Card

• Brochure

• Online Recipe books

• In store creative

• Shutter Creative

• Corporate Brochure Design

Brand Interface Design

.

Dealers Visiting Card

Employee Visiting Card

Visiting Card

.

Invitation CardInvitation Card Envelope

Invitation Card

.

Online Greeting Card

.

Front

Inner

Shop Opening Banner

.

Shop Opening Banner

Menu Card

.

Front

Inner

Brochure

.

Product Catalogue

.

Online Recipe book

.

Bread & Cookies Online Recipe Book Pages

Online Recipe book

.

Cake Online Recipe Book Pages

Online Recipe book

.

Brownies & Muffins Online Recipe Book Pages

In Store Creative

.

Shutter Creative

.

Store Signage

.

Store Locator

.

Diwali Creative

.

Diwali Banner

Diwali Creative

.

Catalogue Front

Catalogue inner

Christmas Creative

.

Christmas Banner

Product & Packaging Design

Product Design | Cake Design

.

PROCESS

Other Options

Packaging Design | Cake Box

.

Regular Cake Box Tatkal Cake Box

Packaging Design | Bar Cake

.

Pure Veg Bar Cakes

Packaging Design | Bar Cake

.

Regular Bar Cakes

Packaging Design | Dream Cake

.

Regular Dream Cakes

Veg Dream Cakes

Packaging Design | Plum Cake

.

Regular Plum Cake

Veg Plum Cake

Packaging Design | Muffin

.

Muffins 6 Pack Labels

Packaging Design | Stripe Tease

.

Stripe tease Labels

Packaging Design | Dessert Cake

.

Packaging Design | Brownie

.

Packaging Design | Assorted Chocolates

.

Packaging Design | Toast & Khari

.

Packaging Design | Diwali Range

.

Chocolate cookies

Assorted cookie box

Kesar cookies

Packaging Design | Diwali Range

.

Chocolate Sleeve

Packaging Design | Christmas Range

.

Rich Plum Cake


.

Date & Nut


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Almond Cherry Cake

Kiosk Design

Kiosk

.

Giftex Exhibition

Kiosk

.

Burhani Expo

Kiosk

.

Pune Railway Station Kiosk

Kiosk

.

Kiosk For Malls

Vehicle Graphics

Vehicle Graphics | Initial Design

.

Vehicle Graphics | New Design

.

Regular Vans

Vehicle Graphics | New Design

.

Air Condition Vans

The Transformation

Monginis transformation | Old

.


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.

Monginis transformation | New

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Thank youDESMANIA DESIGN PVT. LTD.