iD Fresh Food unveils refreshed packaging across product portfolio

MUMBAI: Sometimes the freshest makeover is the one you barely notice. iD Fresh Food has unveiled a refreshed packaging identity across its product portfolio, opting for evolution over reinvention as it looks to stand out on retail shelves without losing the familiarity consumers have come to trust.

Developed in partnership with design consultancy Elephant, the new packaging retains the brand’s recognisable identity while introducing a cleaner, more contemporary visual language designed to improve shelf visibility and create a consistent look across its expanding range of products.

The redesign places greater emphasis on ingredient-led visuals and richer product imagery, making it easier for shoppers to identify products at a glance. The company said the new design system has also been created to scale seamlessly across multiple categories as its portfolio continues to grow.

For iD Fresh Food, the exercise was less about changing how the brand looks and more about refining how it communicates. The company said the updated identity aims to strengthen consumer trust while reflecting the simplicity and freshness associated with its products.

Co-founder and CEO PC Musthafa said the objective was to modernise the packaging without altering the visual cues that consumers already associate with the brand. According to him, the collaboration with Elephant helped preserve iD’s core identity while giving the packaging a more contemporary appearance.

Chief Marketing Officer Gaurav Kwatra said the refreshed identity would bring greater consistency across the company’s expanding portfolio while reinforcing its emphasis on trust and transparency.

According to Elephant co-founder Ashwini Deshpande the redesign focused on updating the brand’s visual language without compromising familiarity. She said the use of refined typography and ingredient-focused imagery was intended to improve product visibility across both physical retail shelves and digital shopping platforms.

Founded in 2005, iD Fresh Food has grown beyond India into international markets including the UAE, the US, the UK, Oman and Saudi Arabia. The company said the refreshed packaging will be introduced across its product range in phases.

In a crowded food aisle where first impressions often begin with the pack, iD Fresh Food is betting that a subtle redesign can speak just as loudly as a bold one.