ITC Sunfeast Marie

06 / 07

Modernizing the packaging of one of India's highest-volume biscuit brands.

Elephant Design, Pune

Role

Identity + Packaging Design

Task at hand

Modernizing Sunfeast Marie Light, from the house of ITC — one of India's highest-volume household staple biscuit brands. The objective was to refresh the Marie Light portfolio architecture across diverse variants (Active, Oats Fibre, Vita Orange, and Veda) to stay culturally relevant to modern wellness-conscious families while maintaining instant recognition across retail aisles.

Challenge

High-equity risk: altering visual anchors on a massive-volume legacy biscuit risks confusing millions of daily shoppers in crowded general trade stores. Communicating efficacy and wellness — clearly differentiating functional sub-brands like Sunfeast Veda Marie Light, which incorporates 5 natural Ayurvedic ingredients (Ginger, Tulsi, Mulethi, Cardamom, Ashwagandha) — without making the pack feel clinical or pharmaceutical.

Sunfeast Marie Light packaging composite

Sunfeast Marie shelf simulation — animated.

Design System

The hard part wasn't designing something new — it was changing a biscuit pack millions of people buy on autopilot, without anyone really noticing the change.

Preserving equity anchors Retained the trusted Sunfeast sunshine, warm golden-yellow hues, with engraved biscuits highlighting the consumption moment.

Decluttering & grid optimization Re-imagined the packaging architecture, creating an ownable brand unit with structured claims and engaging food shots.

Farm-story central unit A central brand unit with placards highlighting variant call-outs, and a subtle gradient behind the Sunfeast logo depicting the farm-to-table story.

Sensory tea-time imagery Realistic graphic compositions showing steaming tea cups paired with natural ingredients and crisp, golden biscuits emphasize ritual comfort and appetite appeal.

Innovative Veda Marie Crisp, detailed rendered biscuits combining spices — an unusual sight in the category — with a crafted sub-brand roundel and a bright yellow + natural green palette for visual appeal against clutter.