Pack View: Pintola Brown Rice Cakes

Nitin Virkar
Chief creative officer, Therefore Design

At first glance, the format of the packaging likens it to the bread category, making the consumer feel that it is a healthier alternative for breakfast or snack. The polymer substrate used for the packaging subliminally reflects the crispness of the product within. The pouch, though sealed, is tied up in a knot raising a question about how one can store the product safely to retain the crispness once the seal is opened. Despite the volume, the product is quite light in weight, yet the organised layout and the dark purple patch at the top and base makes it feel heavier than what it actually is.

This helps in two ways, one that it heightens the feel of it being packed with nutrition and second, that it leverages the use of contrast to make the central (Light & translucent) portion stand out clearly on the shelf. The only space where a shadow is used is behind the organic tag which helps bring a little dimensionality to an otherwise 2D approach to the graphics. Being positioned as organic, with zero added sugar, the image' s indulgence with use of thick caramel which subtly communicates that one can optimise on the intake of sugar while not compromising on the cravings.

The character of the typeface used for the product name is soft and conveys the ethos of care and aligns well with the brand values Considering most of the competition has adopted a similar approach to the pack structure, the weight of differentiation relies heavily on the graphics, Pintola may want to consider other ways of differentiation in the future.

Deepa Naik
General manager, packaging innovation, India and AMEA, Hersheys Deepa Naik

Pintola Rice Cake Packaging balances functionability, aesthetics while aligning with the conscious image of the product. It comes in a unique centre sealed pouch, lap sealed at bottom to provide cylindrical contour thus ensuring a snug and secure fit pack for circular cakes.The circular symmetry of the product is mirrored in packaging creating an aesthetically pleasing look. The cylindrical look stands out on shelves giving the product distinctive look and contributing to brand identity and differentiation on shelves.

The cakes are stacked one above another allowing dispensing one at a time and improving consumer experience. The packs come with a small window which allows consumers to see product before purchasing and reassures them of quality, freshness and quantity.The pack is hermetically sealed and comes with twist ties allowing consumers to easily seal the package after each use and also maintain product moisture content. The packaging design rides on a minimalist design trend.

Bold fonts on a plain background makes it clearly noticeable and appealing on the shelf. Images of Rice Cakes speaks about the product's versatility and shows the multitude of ways this product can be topped .