Olam’s MAMA GOLD SEMOLINA is a true brand story. The 2kg retail pack is a memento of the heroine of the Russian female farm girl of medieval era.
Overtime, my artistic nature admires beautiful designs and seeks to connect with good ones. ‘The MAMA GOLD primary retail pack piqued my curiosity. What was the brand communicating?
Design details of 2kg Olam mama gold pack
“Centrally placed is the red faced woman with steel gold semi- circular hat made of expensive sable of Russian Mountain; encircled at the top with twisted wreath of diadem around the base of the semi-circle, The hair is braided with interlocked with threaded gold on the hair length and detailed metallic hoops of gold with a flattened, and twisted a triangular tapered tip. On the neck, is the bespoke stiff collared pieces embroidered with silver and gold threads, interspersed with hand sown pearls. The pack is the fashionable red gowns with gold embroidered hem on both sides with white linen undergarment, accessorized with gold loop earrings”
Before…….. and ….After.
The Olam mama gold pack is a social statement “Every MAMA is gold”
The brand owners tapped in the medieval economic and cultural heritage of the lower class, empathize with them, tears the economic division and brings out the equality of all men: appeals to female demographic as we can easily relate with this brand story, shares her pain and also celebrate her. It is within reach of every home
The design is masterpiece, simple fonts, of importance the rustic gold shares the timeless message of female contribution to the economic development of Agriculture using steel sickle to harvest the golden wreath of grains from the wheat fields in Russia.
. The red face: Along the river shores of Moskhva in Russia, the worker and the farm girl laboured from dusk to dawn to get paid or meager. The red face on the pack depicts the her toil and tears of blood that flowed.,, she cries blood tears lamenting her labour while the men ride proudly on horses and does not care because women of the lower class worked hardest but poor because of lack of access to land ownership.
Semi–circular hat: The hat was associated with wealth and the male Russian counterparts. The women wore hairdresses although of beautiful costume, hid the beauty of their hair. Now that social status is torn down; as Olam mama gold pack decks the farm girl with it and with all females in the world who worked had to raise their families and feed their countries.
The Hair: Then, the hair can be let loose or parted into two and braided. The maiden could have theirs open while married women had theirs covered with cone shaped hood. A form of humility believed to have been influenced by the early church. The hair is braided with interlocked with threaded gold on the hair length and detailed metallic hoops of gold with a flattened, and twisted a triangular tapered tip. On the pack, the hat lets the beauty of cultural hairstyle shine through.
Collar: these were associated the females. The fabric, metallic design reflects the socio class of the family. This could be latched together at the back be worn around the neck to cover the shoulder, lower neck and upper chest
Moving to the retail shops and open market……….
Borrowed from the words of ECR, the retail pack is RRP!
RRP means “retail ready packaging” the design considers all stakeholders. The pack and glossy red colour, and shape makes shelf stocking easy as base can sit in a vertical position which automatically saves time and increase stocking efficiency. The pack sells itself. The plastic material protects the dry semolina flour from weather. The heroine image is shopper facing. You can easily find cooking instruction.
The secondary packaging comes with design of the inner pack, yet the white sack carries lighter, dusty red look. I bet even in the open markets, dust and weather will not impart this so much.
Fortified with minerals to improve nutrition; compliant to food regulations in milled wheat.
disclaimer: these opinion are those of author and not necessarily those of the brand owner.