Brief Explanation

Hippo World Toasties are available in flavours from around the world like Greek, Mexico, Spain, Thailand, etc. Since the 9400-crore Indian snack industry has over 1300 local, national and international brands competing for attention at stores across the nation, Hippo needed a clutter-breaking packaging that would not just attract eyeballs, but also deliver the message loud and clear.

The Brief

To design packaging for Hippo's new snack range, Hippo World Toasties that are available in international flavours.

How the final design was conceived

The best souvenirs are those that have national flags on them. So, Hippo too, went on a voyage around the world to collect the best souvenir the world can offer, food; and wrapped it in the flag colours. Packaging in India is usually gaudy and cluttered. Hippo stood out with his bright, bold and simple design. Each flavour was captured with bright tri-bands that depict the country of its origin. The charming literature on the back-of-pack discussed Hippo's philosophy. Flavour descriptions doubled as adventures Hippo had in the respective country. While the flavour names were adapted as travel-tags and visa-stamps.

Indication of how successful the outcome was in the market

Hippo World Toasties packaging created a huge buzz in the market. The packaging was widely discussed in publications and shared on social media. It appealed to kids and grown-ups alike. The packs disappeared off the shelves within no time. During the first quarter of the launch, Hippo's overall sales soared by 34% without any communication other than the pack. And while the brand enjoyed yet another successful launch, the charming Hippo packaging took the entire nation on a world tour.