Shriya Naheta’s unmute with Beyondesign

Bhavika Shah (BS): Could you provide a glimpse into the origins of your brand and its core values?
Shriya Naheta (SN): Zama is a brand inspired by the Sanskrit word for tranquility—Sama. Our vision was to simplify access to healthy ingredients that people can trust. Zama values choice, community, and comfort and is deeply rooted in sustainability and reliability. We strive not only to sell products but also to educate consumers about the importance of clean eating and mindful living, embodying the Zama way of life.

BS: What is that vision that drives its evolution in the market?
SN: Our goal is to promote Indian products globally, sourced directly from producers, that foster a healthier and more conscious world. 

BS: How has the packaging design contributed to building brand recognition and differentiation in a competitive landscape?
SN: Zama's transition from a fresh produce-first brand to a diversified provider of ingredients and value-added products like tomato ketchup, preserves, and salts, among others, marked a significant change for our brand identity. While the quality of our fresh produce was instrumental in gaining our initial customers, as we expanded our range, the lack of a cohesive brand identity became apparent. This highlighted the importance of packaging design, not just as something to put our product in, but as a vital tool for communication and differentiation. Our strategy pivoted towards using vibrant, colourful packaging as a means to celebrate the joy and goodness of food, distinguishing us from the conventional brown or white organic labels. Our packaging has also allowed us to showcase our unique selling points (USPs) vividly, making our products stand out on shelves and online while clearly communicating our brand's values and benefits to the consumer.

BS: What challenges did you face in the initial stages of implementing the new packaging design and how did your team overcome them?
SN: Our commitment to sustainability has added layers of complexity. It is still a work in progress. We had to ensure the durability of the product and the packaging during transport to ensure the end consumer has a good experience. An ongoing challenge, which we are trying to consistently overcome is keeping all the factors in mind while striving for greater sustainability and a lower carbon footprint. Another hurdle was articulating our USPs along with our brand philosophy in a concise and impactful way (not preachy). We aimed to create packaging that stood out and also conveyed a sense of honesty, quality, and knowledge. Achieving this necessitated a collaborative effort across the teams.

BS: Can you share insights on how the packaging design has influenced consumer perception?
SN: By breaking away from the "organic" packaging norm and opting for more vibrant colours, Zama has redefined what organic and wholesome food packaging can look like. Our "This Is" statement and straightforward claim cut through the noise, offering clarity and value to our customers. This approach has reshaped consumer perception, making Zama appear more accessible, trustworthy, and premium.

BS: What about brand loyalty
SN: This intentional design choice has made each purchase a special experience for our customers, enhancing brand loyalty. Our packaging stands as a bold statement that good food is not just nourishing but should also be celebrated, reflecting our belief that food is integral to wellbeing and joy.

BS: In what ways has the packaging design strategy evolved since the inception of your brand and what lessons have you learned along the way?
SN: Zama's packaging design journey reflects our brand's growth and evolution. From humble beginnings with handwritten labels on brown paper bags to sophisticated black packaging, our design strategy has continually changed. Recognising the need for a design that matched our brand's vibrant and dynamic nature led to a comprehensive revamp. Our collaboration with Beyondesign was pivotal in establishing a brand language from scratch. This transformation was about aesthetics and aligning our packaging with our brand's ethos and vision. We learnt that an evolution in design is necessary to stay relevant and resonate with our audience.

BS: How do you incorporate customer feedback and market research into refining and iterating upon your packaging design?
SN: At Zama, customer feedback and market research are the cornerstones of our design process. We actively engage with our community through surveys, social media, and direct interactions to gather insights that inform our packaging design decisions. This feedback loop enables us to refine functionality, aesthetics, and the environmental sustainability of our packaging. Market research gives us a broader view, allowing us to stay ahead of trends in sustainable packaging and consumer preferences.