Shikatani Lacroix

Challenge

Rasika is a start-up company that was launched on the strength of a great line of Indian spices sold at food fairs and direct mail. The spices were the creation of a mother and daughter team who had won a new products contest conducted by Coopers Lybrand consulting firm. The organization retained SL to assist in the effective positioning and launch of their products as part of a line of three to five shelf stable dinner kits.

Solutions

SL explored a wide range of potential positions, names and package brand architecture as part of a consumer validation process. From a select list of six names and corresponding wordmarks and packaging concepts, Gourmantra was selected by consumers through an extensive on-line North American study. The new design leveraged the rich heritage of Indian foods while clearly reinforcing the variety and ease of use.

Results
Currently sell-in to the trade and sell-through has exceeded sales targets for the first two months.