India's top FMCG brand positions a new product line

India's top FMCG company, generally perceived as a brand for the masses, decided to foray into the segment of Oats which is generally considered to be the breakfast of elite class with competitors such as Kellogg’s and Saffola, had a challenge in positioning the product in the desired space. Aarts played an instrumental role in positioning the product with global standard modern styled package designs without missing out on the soul of the brand.

Patanjali Oats Mockup

Oats Out of the Box

In order to stand out in an already established market, we came up with an unconventional way of presenting the Oats over packaging. With an impactful color coding for each flavor, a glimpse of Oats plant was shown in the background for subtly conveying the natural identity of the product, in line with the brand's promise. Minimal icons were used to show the benefits in a crisp and clear manner.

Patanjali Plain OatsPatanjali Tomato Oats
Patanjali Veggie OatsPatanjali Masala Oats


The brand was able to successfully position the new range of products in the desired market.


Team members involved


Months spent in Strategy & Design


Years of Product Success


client satisfaction

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