Tata i-shakti salt
A+ Grade Salt for A+ Grade Minds!
Kanchize Design Studio partnered with TATA to revamp the branding and packaging design of I-Shakti Salt, aiming to shift consumer perception from a basic commodity to a smart, daily choice. The objective was to build emotional relevance by highlighting mental nourishment, everyday excellence, and trust.
Our Creative Solution:
Concept
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Positioned the brand around “A+ Grade Salt for A+ Grade Minds”, connecting quality with cognitive development and success.
Design Language
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Clean, modern layout that balances trust and emotion, appealing to health-conscious families.
Logo Unit
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Redesigned for better legibility and contrast with bilingual typography and strong hierarchy.
Colour Strategy
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Vibrant contrasts and a trophy-gold element reinforce premium positioning and the idea of achievement.
Visual Storytelling
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Introduced cheerful iconography and hand-drawn doodles, with the trophy serving as a metaphor for bright minds powered by iodine.
Impact and Results:
The vibrant new packaging reinforced Tata I-Shakti as a smart, trustworthy choice for everyday nutrition—elevating shelf appeal with cheerful cues, while a bilingual layout ensured all-India accessibility and deeper connection with modern Indian families.
