Branding-MTR Company

Brands are in stores, in advertisements, television commercials and with the internet, they are
everywhere we look, while browsing through the vast networks of our interests. Brands are
extremely fascinating. Most companies recognize brands but fail to see the true essence behind
the brand or the reason for their purchasing behavior. Many companies see branding as a
process that involves only tangible aspects such as the visual appearance of a company.

A brand can be defined as a set of tangible and intangible attributes designed to create
awareness and identity, and to build the reputation of a product, service, person, place, or
organization. Branding has become one of the most important aspects of business strategy.
Branding is sometimes considered merely an advertising function. In addition, many managers
and business writers hold the view that branding is about the management of product image, a
supplementary task that can be isolated from the main business of product management.

Currently the MTR brand represents two separate entities; the MTR restaurant business and
MTR Foods, the pre-packaged food business. The company manufactures a range of packaged
foods including breakfast mixes, ready to eat meals, masalas and spices, snacks and beverages.

About the refreshed MTR visual identity of Brand:

MTR, the brand with the outstanding legacy, global outlook and millions of happy consumers
was looking at realigning its visual identity to the core purpose of rooted transformation.

We decided to retain the basic visual equity of red roundel with white fence and worked on
improving the typography for ease & clarity in reproduction across variety of substrates &
sizes. We created a bold sans serif brand-mark for cleaner & contemporary presence. We also
reduced the picket fence elements around the logotype to de-clutter the identity. Natural
ingredients being the core of all MTR products, a fresh green was added to the roundel to
announce meaning & mission of the brand.

Packaging strategy & design:

With changing roles within new family structures and new working patterns, women
are not burdened by the need to prove their expertise in kitchens. They see their role as a family
manager & look for ways to keep the family happy & healthy. Buying ready to cook, ready to
eat & even ordering-in food is seen as a great way to ensure quality time with family. They are
open to experimentation & introduce their family to new cuisines with ease. But they want to
do this with knowledge. They want to be aware. They want to know the source, the ingredients,
quantities, accompaniments, consumption occasions? basically everything.
So when we were given the responsibility of designing packaging for the entire range of MTR
products, we decided to dive deep into finding out what the changing consumer will be
delighted with. with a portfolio as large as 140+ products, first thing to do was to discover what
works as an equity for MTR and preserve or even enhance that. Next step was to question &
evaluate existing information architecture & remove redundancies to make way for cleaner,
user-focused bytes. Though it sounds like the most obvious thing to do, we brought in a strong
product nomenclature that would catch the eye and remove any ambiguity. We decided to retain
the strong red associated with the brand and build upon that by devising a colour code for each
category for ease of purchase. We created three strong visual pillars for the product portfolio?
pure authentic, confident contemporary and everyday celebrations.