Charting Laila's growth with Heritage & Sustainability
Laila, a beloved brand that originated in the 90s with its aromatic Basmati rice sourced from the fertile lands of Punjab, India, had evolved over the years. What began as a humble offering soon expanded into a comprehensive range of pantry staples, from beans and pulses to spices and ready-to-eat meals. Embraced by both the ethnic community and mainstream consumers alike, Laila had become synonymous with quality, authenticity, and sustainability.
As Laila continued to grow, fueled by its commitment to sustainability and community, the brand recognized the need to refresh its packaging to better connect with its audience. We were tasked with infusing Laila’s packaging with a new vitality that reflected its rich heritage, environmental ethos, and expansive product range.
Drawing inspiration from Laila’s journey and vision, our team proposed a bold concept centered around the majestic elephant. Symbolising strength, wisdom, and environmental stewardship, the elephant became the focal point of the new packaging design.
Incorporating elements of South Asian heritage and conservation efforts, the elephant motif seamlessly weaved through Laila’s product range, from bags of Basmati rice to jars of pickles & sauces. Each product label bore the image of a regal elephant, adorned with vibrant colours and intricate patterns reminiscent of traditional Indian artistry.
But the design went beyond mere aesthetics; it told a story. Alongside the elephant motif, subtle references to Laila’s sustainable initiatives and partnerships with organizations like Born Free Foundation were woven into the packaging.
Our design team not only captured Laila’s essence but has also created a packaging design that would resonate with consumers on a deeper level. It was more than just a makeover; it was a celebration of Laila’s heritage, values, and aspirations for the future.
