#Report

RE-BRANDING PROJECT

SUBMITTED BY:
NAME: USHNA JANNAT
REG NO: SP-19BCA033
BCA 4 - DEPARTMENT OF ARTS AND MEDIA
EMAIL: ushnajannat3@gmail.com

SUBMITTED TO:
NAME: ISHRAT JAHAN
COURSE: COMMUNICATION DESIGN
 National Food Limited ‫نیشنل فوڈز لمیٹڈ‬

Origin

National Foods Limited is a Pakistani multinational food product company which

started out as a spice company and now is one of the major food products company in
Pakistan. National Foods Limited began its journey in 1970 in Karachi, Pakistan. with a
revolutionary product based on convenience and quick preparation.

Concept

Today, National Food products falls in the category of convenience goods which
includes the goods for which the customer doesn’t have to put a lot effort. NFL
popularized the concept of having clean, healthy food with its initiatives to reduce the
time spent in kitchen by women.

National Foods offers an exciting range of products in a variety of categories including

Recipe Masalas, Spices, Pickles, Desserts, Chutneys & Sauces, Rice, and Ready to Eat
Meals, Snacks and many more. The extended range allows customers to experience
the complete Pakistani cuisine in its finest form. Easy to prepare recipes; ensure
convenient solutions to preparing delicious meals every day.
Design Process
Logo Concept:

The logo of company is a “Wordmark” logo based on typography style focusing on the
name of a brand.

The NFL logo is based on 5 colors:

White – Purity
Purity of thought and an action. Purity as an uncompromising standard. Purity as a way
of life.

Red – Trust
Trust placed in company by their customers, trade partners, shareholders, and
employees.

Orange – Heritage
A proud heritage of striving for excellence handed down by their founding generation
to the present generation.

Purple – Convenience
Convenience is a main value of NFL. All the products aim to enhance convenience for
the customers and the trade partners.

Yellow – Innovation
The key of NFL value is innovation that drives their ability to remain contemporary in a
response to their customer’s needs.
Evolution in Designing

Logo:

2008

2009 to Present
Graphics: Then - Now
Product

Company offers recipe masala jars, pickles, frozen meals, ketchup, jams, rice, basic
spices, salt, chutneys and sauces, golden fried onions, and ginger and garlic pastes. It
also offers desserts, which include sweets, such as kheers and faloodas, and
contemporary desserts, such as jellies and custards. In addition, the Company offers a
range of approximately 50 recipes, such as biryanis, curries, barbeque items and
kababs. It offers a range of savory snack mixes and seasonings, such as chat masala,
dahi bara and pakora, and masala snax, including chilli chips, barrek sev, Karachi mix
and moong dal

Packaging:
2008
Present
MY RE-BRANDING
Advertising Proposal

By Ushna Jannat
Proposal Overview:

Re-branding of National Food Jam & Marmalade

Content to Re-design

o Logo
o Typeface
o Color scheme
o Graphics
o Product Packaging
Logo:

• Icon based logo (letter mark)

• More simplified
• Removal of 5 color scheme in logo
• Triadic color scheme
• Legible typeface

Why?

Logo design is getting simpler now adays to reduce the

complexity of communication between customers and
brands. Elements are flattened or removed entirely, colors
are reduced, and white space is increased. We can still
communicate to our audience via our logo and do so in
less time. A simple readable logo is more fitted for this
development than a complex one.

Typeface:

• Legible font type for the logo

Why?
Legibility is mostly a function of typeface design. It's a
measure of how easy it is to recognize one letter or word
from another and how easy blocks of text are to read.

Color scheme:

• Triadic color scheme

Why?

The triadic method creates a more diverse palette. This

takes a little more planning and experimentation because
it involves a larger number of hues that oppose each
other.

Graphics:

• Clean design (Uncluttered)

• More space
• Balanced design

Why?
A clean design helps to remove the distractions and
allows to focus more on the content, the key message, and
the most important action. Balance in design covers how
the visual weight of elements are balanced to create
cohesiveness, completion, and satisfaction.

Product Packaging:

• Hexagon shape bottle

• Simplified and neutral packaging
• Minimalist and clean design
• Use of Illustrations images
• Using specific illustration or color scheme on
the lid to differentiate the flavors of jam
Why?

The Hexagonal jam jars are easy to hold the bottles.

Moreover, they are attractively cute for jams and
marmalade. They can be used later to fill something in it.
Minimalist packaging designs do not contain graphic
elements that distract consumers from the central focus
of the packaging. Thus, products with minimalist design
tend to stand out from other products on a grocery shelf
because it enables the consumer to easily identify the item
and make a rapid purchase decision.
Nowadays, Illustrations are trending on packaging design
for the brand building process. Illustration is very
powerful for the purpose to attract customers and
specially the kids who love cartoon illustrated stuff. Kids
are experimental and illustrations can be a good choice
according to children’s perspective. By creating
illustrations and vector art style, a company will be easily
recognized by its target, that will quickly associate the
images to the brand.