Turning a Desi Classic into an Artisanal Masterpiece

Trying to Thrive in a Saturated Market - Our Challenge

LU, under its Bakeri umbrella, felt that the market needed change. They wanted to create a brand that fused traditional desi treats that appealed to a modern audience. In essence, they wanted to bring back classical biscuits for a modern market.

However, their path was impeded by strong competition and a plethora of alternatives. The challenge was then laid out…How could LU Bakeri stand out from the crowd and ensure customers that their products was the right one for them.

That is where we came in.

Not Trying to Be Different, Just Better – Our Objective

To help LU Bakeri Nankhatai become the choice for consumers looking to satiate their cardamom shortbread desire and elevate the LU Bakeri brand to the top of consumers’ minds, we decided the best way forward would be to embrace our shared heritage.

After all, Nankhatai isn’t a new type of biscuit. It’s one that’s been around for generations and brings with it a rich history. Our plan was to tap into this feeling of nostalgia while giving customers the immediate assurance that we would only elevate their experience, not lower it.

Connecting the Past to the Present – Our Campaign

Featuring the famous Bollywood actor, the late Irrfan Khan, we told the tale of the NanKhatai biscuit, which had traveled into Pakistan through the years and became part of its heritage. Our packaging featured stunning illustrations of days gone by, drawing on our rich history and immediately connecting this new biscuit to centuries of tradition.

With a few careful strokes of digital paint, we had drawn an image that resonated with people and touched them on a deep level, giving them the feeling of knowing a brand that had just come into existence.

AWWWARDS

Packaging of the World Award in 2018