Overview About Smartfish Designs Pvt. Ltd.

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About ARA Started in 2011, Ahmedabad Racquet Academy is the very first Multi- Sports academy in Ahmedabad, stretched out to 5 acres of land, giving space to various indoors and outdoor sports to fit in. We also run “Ahmedabad Sports Foundation”, an Non-Profit Organisation which supports the Athletes in their growth towards their Goal. Providing them with all that is needed to be a good Athlete. Our Academy is the First Multi-Sports Academy of Gujarat proving facilities like; Outdoor – FIFA Approved Football Ground – 7 Synthetic Tennis Hard Courts Indoor Air Conditioned – 4 Synthetic Badminton Courts – 2 Squash Courts – 6 Table Tennis

THE CLIENT BoxBite is a brand that wanted to be known as someone who is a prominent player in the Indian ‘chaat’ products. We conceptualized the brand identity by keeping in mind the fact that it should look different from what is already out in the market and would also make people think about the original ‘chaat’ like taste while their mouth waters by imagining the taste and the experience of having the same. Our primary focus while conceptualizing the brand was to invoke the emotions and tastes related to the wholesome experience. BRANDING THE STORY AND VISUALISATION For the logo, we choose a liquid typeface. In all the products that BoxBite offers, ‘chutney’ lies at the centre of it. Being a ‘chaat-centric’ brand, chutney is an ingredient without which any of their products would be incomplete. So, we designed the logo to make it look like it is made from liquid chutney that is squeezed out of a bottle. The primary colour chosen for the brand identity was red – since the products oozed out fiery, lip-smacking nature. Once the logo was designed and the brand identity was taking up a proper shape, we moved to the packaging. We had to Indianise the packaging, and so, we incorporated characters and dialogues that you’d most certainly find at an Indian ‘chaat’ counter, especially for the Panipuri box and Panipuri kit. Later on, we designed the Panipuri Pani Mix pouch, without which the initial product range would have been left incomplete. We added elements that made gave the packaging an urban desi look. For the packaging design of Dates Tamarind Chutney, Red Chilli Garlic Paste Chutney and Ready To Eat Ragda, we diversified to the shades of red and expanded the ‘chaat’ products range to make it look even more lively. Colours such as Scarlet Red for Red Chilli Garlic Chutney and green for the Ready To Eat Ragda. PACKAGING THE STORY BEHIND THE STORY Their main range of products includes Panipuri, Panipuri Pani Mix, Ready to Eat Ragda, Red Chilli Garlic Chutney, Dates Tamarind Chutney and Instant Bhel Mix. We worked on BoxBite’s brand identity from the scratch and gave it the look and feel of an urban desi brand that connects perfectly with a wide range of consumer base.

PROJECT In times when the market for QSR is booming, Great Britain Waffle came to us with a unique idea to sell waffles the British way, a recipe that is a trade secret to them. They were entering the market when there were already prominent brands who had set their foot strong in the Indian market. THE CHALLENGE For Great Britain Waffle, we had to design their entire brand identity and make them stand out from their fellow competitors. The brand identity was to be designed in a quirky way that attracts customers at first glance. COLOURS, CHARACTERS AND STORY We designed a few characters that are original to the brand; characters that live at the centre of the brand identity. Since the brand is talking about something British, we made everything royal about them. The characters that we defined are – the Queen, the Royal Guard and a thief. At its very core, the idea was to create a thief that is stealing waffle(s) and the Royal Guard(s) protecting them. Each and every character created shows an immense amount of love for waffles and that is displayed clearly. The colours chosen for the brand had to be bright, loud and in tandem with the core idea of the identity. The colours also had to have that British-themed tones to them. That is why, we went with red, black and white as the brand’s primary colours. To complement them, we chose pastel shades of blue, yellow and purple. PACKAGING DESIGN Visualising the story and putting it on the packaging boxes was a challenge that we overcame with these quirky designs. We made several packaging designs, each with its own story. One waffle pack, two waffle packs, 4 and 6 packs, a cake box, and more. We incorporated the colours and the characters on the packages to make them look vibrant and lively.