Ray Cooking Spray
A healthier oil variant
Project Overview
LB Industries wanted to relaunch its first brand in the F&B category– a cooking oil in a spray dispensing mechanism that controls the quantity of oil used in everyday cooking. Ray is an innovative cooking oil with a spray dispensing mechanism to control oil usage in cooking by upto 80%. It had been launched in Mumbai, Pune, Bengaluru, Hyderabad, and Nagpur in modern retail + large kirana stores e.g FoodHall, Natures basket, D Mart, Hypercity etc.
Director of Design (Consultant) - Chirag Thakkar
Graphic Designer- Priyanka Barcha Shroff l 3D Rendering - Anket Pagare l Copywriter - Smita Misra
Company - Interspace Solutions
The Brand Challenge
Ray Cooking Spray should be perceived by housewives as a smart, cooking essential that makes it easier for housewives to cook healthy yet tasty food for their families, without depriving them of what they love eating. The rebranding needed to upgrade the product and position it at par with other global brands.
The client was to launch new sleeker 200 ml cans to replace the old 250 ml as the general market feedback received was that the previous design looked similar to an insect repellant. An opportunity to improve pack aesthetics arose where we needed to highlight the key promise more prominently on the pack.
The Solution
To capture attention of the shopper, we decided to use a minimal `easy on the eye` visual language that communicates it to be a cooking oil along with communicating the brand promise to the consumer that the user can cook the food in 1/10th the oil that is usually used.
The category generally uses colours which are light and easy on the eyes. Most of the brands, have transparent bottle with a sticker around the body talking about the brand promise and benefits. With the limitation of the form of that of a metal can, Ray has an opportunity to stand out as a Cooking oil, through smart usage of colours, imagery etc. Re-working on the brand architecture and information flow on the can, would help in reducing the current visual clutter.
The Concept
`A healthy choice of oil that will reduce daily oil consumption and can be used for all cooking needs`
As Ray cooking spray reduces the oil consumption to 1/10th, it makes food lighter. The creative idea stems from the brand premise of purity and lightness that comes from low-oil eating.
