Minitos
Food Brand: Packaged Mini Nachos
Brand Identity
Logo design, Packaging
Project Overview
Minitos is a bite-sized nachos snack launched by Ashwin Vanaspati Manufacturers targeting young consumers aged 13 to 35. The client approached with an existing logo that did not reflect their vision. They wanted a distinctive, urban brand that would stand out on shelves in a crowded snack market. The project focused on recreating the logo and designing packaging for the initial three flavours while laying the groundwork for future flavour expansions
Key Challenges
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Competing in a crowded snack market with established brands
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Ensuring the product caught attention even if placed off the eye line
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Communicating bite-sized pieces clearly through the logo
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Designing packaging that could differentiate each flavour while maintaining a cohesive brand look
Design Approach
The logo was recreated to emphasise the "mini" aspect of Minitos, highlighting the bite-sized nature of the product. Bold, legible fonts were chosen to ensure clarity and impact on packaging. Since Minitos was a trading name and not the parent company brand, the work was focused on logo and packaging, leaving full brand identity and marketing collateral to a subsequent design team.
Packaging was designed to stand out on crowded retail shelves. Black was chosen as the primary background colour as no other pan-India snack brand was using it at the time. Electric and fluorescent accent colours were applied to differentiate flavours and draw the eye. This ensured that even if the product was placed away from the main shelf line, it was still immediately recognisable. The initial launch featured three flavours: Tangy Tomato, Jalapeño, and Peri Peri, with additional flavours planned for later release.
COLOR PALETTE
Black was used as the primary colour to convey a bold, urban, and premium feel. Each flavour received a unique accent colour: Tangy Tomato with a electric fushia pink, Jalapeño with electric green, and Peri Peri with vibrant orange. Accent colours were selected to pop against black, making the flavours immediately identifiable. The palette balances strong visual impact with clarity, ensuring each flavour can be recognised at a glance on the shelf.
OUTCOME
The redesigned logo and packaging successfully positioned Minitos as an eye-catching, modern snack brand. The client approved the designs for production, which were ready for launch. The packaging effectively communicates the bite-sized nature of the product while differentiating flavours, setting the stage for future marketing and social media campaigns handled by the next design team.
