Udupi Kitchen Masala
<Brand strategy> <packaging design> <Brand positioning> <brand vision>
Woodlands, estd. 1938, is a popular south Indian restaurant in India. The late Krishna Rao, founder of Woodlands, popularised Udupi cuisine, and is also the inventor of the world famous Masala Dosa.
His granddaughter, following her family’s tradition, created the Udupi Kitchen brand which offers Udipi home-style masala powders and ready-to-eat products. Strategy, positioning, branding and packaging were done keeping in mind the brand vision. The same packaging was used in India and the rest of the world.
Incidentally, Udupi cuisine is known for its healthy, tasty south Indian food. Indians across the world love Udupi cuisine.
Packaging design was made with a clear positioning of the brand, visible logo, clean colours and a food layout to explain the item inside the packaging.