Indian snack brand Cofresh has relaunched its entire range with fresh new packaging to maximise shelf impact and brand integration.

The new packaging for more than 200 products incorporates a contemporary design which combines consumer-friendly features such as a clear front window on the popular Asian mixes, and modern typography with colour-coordinated graphic elements to reflect the company’s Indian heritage.

New features include greater emphasis on Cofresh’s logo, which echoes the traditional Hindu ‘Bindi’ red dot, vivid pack colours to replicate the colours of Indian saris, and a bright sunburst for greater on-shelf impact and recognition.

Cofresh has also relaunched the shelf-ready packaging (SRP) for its Indian snacks. The new black format incorporating its ‘with love & spice’ strapline is intended to deliver high shelf visibility while the Cofresh logo ensures brand continuity and recognition.

“Cofresh is a long established beacon brand which has always delivered high impact at the fixture, but over the years some products tended to develop their own individual identities,” explained Debbie King, director of commercial sales and marketing.

“Through the packaging re-design each product retains its own identity but we’ve harmonised the range so that it will remain recognisable to loyal customers while appealing to new consumers. It’s a case of evolution not revolution.”