Monginis is a leading bakery brand in India and Egypt with over 500 exclusive cake shops in India and 35 in Egypt. They are known for their quality cakes made with precise ingredients. Monginis commissioned a redesign of their brand identity, packaging, online presence, and in-store materials to appeal to younger consumers and compete with newer brands offering more variety. Research was conducted through ethnographic interviews and surveys. The redesign developed illustration-, icon-, and typography-based directions for the new visual identity and packaging designs. Product designs, seasonal collections, and materials for vehicles, kiosks, and stores were also created to transform Monginis' brand for current market conditions.

1. Monginis Case Study
DESMANIA DESIGN PVT. LTD.

2. Introduction
Monginis is a number 1 cake brand in India and has a very extensive network of more than 500
exclusive cake shops spread across 12 major cities in India, in additional to extensive coverage
of over 15,000 retailers selling Monginis branded products. It became a truly international
brand in the year 1991, when it entered Egypt. Today it is one of the leading bakery brands in
Egypt and has a presence in Cairo and Alexandria with over 35 exclusive shops in addition to a
number of retailers selling Monginis branded products on non-exclusive basis. A specialist in
making Cakes begins right from selecting right quality ingredients in precise quantities,
blending them together to the best of knowledge and baking to the level of perfection. The soft
and moist sponge so made is then sumptuously layered and coated with cream flavoured with
dark chocolate or milk chocolate or with various fruit flavours. These flavours are used either
alone or in various combinations to give the best possible mouth feel to the cake.
The lovely birthday cakes can even be delivered anywhere in 12 prominent cities in India where
Monginis has presence.
World is increasingly buying “online” and today one can order virtually anything from within the
comforts of his or her home or office. Monginis has successfully married a concept of buying
the cakes online with its core strengths of making yummy cakes and delivering them promptly
to the places wherever required. One can order cakes of one's choice by logging on its website
www.monginis.net .

3. Current Market Conditions
•
Monginis has threat from its competitors such as Birdy‟s, Brownie Point, Ribbons
& Balloons, Denish, Croissants etc.
•
Cadburys and McDonalds are also a threat to it because they are also positioning
their products on the lines of celebration.
•
The biggest competitor for Monginis in Kirana stores and Modern Retail Format
Stores is Britannia & Sunfeast Brands as they have a wide range of Bar cakes,
cookies and snacks. These brands have a consistent packaging and graphics
across their range of products.
•
Monginis could not offer variety on their products as their competitors did. The
youth class were shifting towards the new range of products which the
competitors offered.
•
For many years now Monginis hasn't changed the visual identity of there product
range which has made them look outdated compared to their competitors
products.
•
Another major problem faced during the manufacturing process of the cakes were
the amount of wastage which was massive & needed to be looked into. When a
cake is designed & cut into to a particular shape, most of the unwanted loaf would
be wasted.
.

4. Current Market Conditions
.

5. Design Research & Insights

6. Research
Objective:
To understand the market scenario of Monginis, looking at it through
the eyes of the users (primary, secondary and tertiary) and arriving at
a set of conclusions in order to design and strategize upgrading the
Monginis brand.
Method
Qualitative & Quantitative research of the product‟s production,
transport, storage and use ecosystem using Ethnographic and
Psychometric research methods over the four areas indicated below.
• User
• Task
• Product
• Environment
Design Strategy:
Redesigned packaging and Brand Identity for a new look and feel.
.

7. User Insights
•
A heart tugging tagline on the lines of dairy milks " A gift for someone
you love" could help, especially as the survey indicated many people
give cakes as gifts. Wrapping paper and cards at the billing counter
could encourage impulse purchase.
•
The Uniform at present is more appropriate in a pharmacy than a
cake shop. The employees could wear aprons conjuring up images of
baking .Caps and gloves may give a sense of hygiene.
•
There should be some campaign or a range of products that target
the weight conscious, low calorie cakes or highlight the health
benefits of some product.
•
Like cocktails have umbrellas or slices of melon, there could be a
custom insert ( sort of a flag) on the cakes bearing the Mongini's
logo.
•
Since the customers do not pick up the products themselves and rely
on the shop staff there is no need for large quantities of product to be
displayed ( especially the packaged products) , reducing visual clutter
will ensure that the customer sees more and maybe resultantly
purchases more.
.

8. Design Directions

9. Idea Generation
Objective:
•
To provide the consumers with innovative and creative designs keeping in
mind the international standards and competition in the F&B market.
•
To redesign the brand with new and unique style. Redesigning the
packaging and Brand Identity for a new look and feel.
The Brainstorming:
•
The
following
things
were
taken
into
consideration
during
the
brainstorming session...The Monginis Brand Identity, The SBU-I & SBU-II
Range including the brand communication collaterals. The Logo was the
first to be redesigned along with the brand collaterals followed by the new
design for the SBU-I and SBU-II packaging.
.

10. Idea Generation
The Key Words:
•
Soft, Devine, Appetizing, Tempting, Goey, Toothsome, Scrumptious, Spongy,
Heavenly, Mouth watering, Delicious.
Elements:
•
Monginis being in the market for so long needed to have some element
which conveys its business. An illustration of a cake solved the purpose.
Colours:
•
The idea of using the brand colours i.e. Blue & Magenta, for the cake boxes
was a biggest task as the colour blue is not considered to be a food colour.
.

11. Direction 01 | Illustration Based
•
Illustration based designs, is a new trend in international as well
as in Indian market.
•
Its advantage is that it has not been explored much in food
packaging, so using illustrations will give a unique look to the
packaging.
•
The product will also stand out from others in malls and small
stores.
•
On the other hand printing cost will be comparatively low.
•
As we found in the survey that attractive and bright colours in
packaging attracts customer.
•
The logo element would carry „Celebration‟ & „Did you know‟
messages.
.

12. Direction 01 | Illustration Based
.

13. Direction . | Icon Based
•
Use of an Icon gives an individuality to the brand.
•
It brings uniformity in case of packaging as well as promotional
media.
•
Icon will help Monginis create a very distinct and unique identity
compared to their competitors as nobody has used icons so far.
•
As the research findings showed that transparency is preferred in
packaging by consumer
•
This design can be used as special gift boxes which consumers
can choose
.

14. Direction . | Icon Based
.

15. Direction 03 | Typography Based
•
A direction totally based on typography & colours
•
Monginis has a wide range of products and it was not easy to
work on all the design simultaneously.
•
To avoid delays & to meet the timelines for the SBU-I & SBU-II
product pack design a list was prepared to prioritize the
categories.
THE QUICK
BROWN FOX
THE QUICK
JUMPS OVER
BROWN FOX
THE QUICK
THE LAZY
JUMPS OVER
BROWN FOX
DOG
THE LAZY
JUMPS OVER
DOG
THE LAZY
DOG
.

16. Brand Interface Design

17. Logo Refinement
According to survey, a new design language was developed for
Monginis. This new design language has been adopted in packaging
as well as other collaterals.
LOGO:
The logo was the first to be reworked. The key words for the logo
were fresh, new age, youthful,trendy, happy, consumer oriented, fun
& celebration...
The New logo transformation•
The elements which were in the old logo have been removed.
•
The logo has a smiley on the top which symbolizes the keywords
mentioned above.
•
The Logo has been placed on a Blue circle element which is
further surrounded with three white circles which depicts the idea
of Celebration, Happiness & Fun.
•
The position size of the cap and the trumpet have been changed.
•
The tag line has been changed.
.

18. Logo Refinement | Old Logo
.

19. Logo Refinement | New Logo
.

20. Brand Interface Design
The Brand interface design consists of the following:
•
Dealers Visiting Card
•
Employee Visiting Card
•
Shop Opening Invitation Card
•
Envelope
•
Greeting Card
•
Shop Opening Banner
•
Menu Card
•
Brochure
•
Online Recipe books
•
In store creative
•
Shutter Creative
•
Corporate Brochure Design
.

21. Visiting Card
Dealers Visiting Card
Employee Visiting Card
.

22. Invitation Card
Invitation Card
Invitation Card Envelope
.

23. Online Greeting Card
Inner
Front
.

24. Shop Opening Banner
Shop Opening Banner
.

25. Menu Card
Front
Inner
.

26. Brochure
.

27. Product Catalogue
.

28. Online Recipe book
Bread & Cookies Online Recipe Book Pages
.

29. Online Recipe book
Cake Online Recipe Book Pages
.

30. Online Recipe book
Brownies & Muffins Online Recipe Book Pages
.

31. In Store Creative
.

32. Shutter Creative
.

33. Store Signage
.

34. Store Locator
.

35. Diwali Creative
Diwali Banner
.

36. Diwali Creative
Catalogue Front
Catalogue inner
.

37. Christmas Creative
Christmas Banner
.

38. Product & Packaging Design

39. Product Design | Cake Design
PROCESS
Other Options
.

40. Packaging Design | Cake Box
Regular Cake Box
Tatkal Cake Box
.

41. Packaging Design | Bar Cake
Pure Veg Bar Cakes
.

42. Packaging Design | Bar Cake
Regular Bar Cakes
.

43. Packaging Design | Dream Cake
Veg Dream Cakes
Regular Dream Cakes
.

44. Packaging Design | Plum Cake
Veg Plum Cake
Regular Plum Cake
.

45. Packaging Design | Muffin
Muffins 6 Pack Labels
.

46. Packaging Design | Stripe Tease
Stripe tease Labels
.

47. Packaging Design | Dessert Cake
.

48. Packaging Design | Brownie
.

49. Packaging Design | Assorted Chocolates
.

50. Packaging Design | Toast & Khari
.

51. Packaging Design | Diwali Range
Chocolate cookies
Assorted cookie box
Kesar cookies
.

52. Packaging Design | Diwali Range
Chocolate Sleeve
.

53. Packaging Design | Christmas Range
Rich Plum Cake
.

54. Packaging Design | Christmas Range
Date & Nut
.

55. Packaging Design | Christmas Range
Almond Cherry Cake
.

56. Kiosk Design

57. Kiosk
Giftex Exhibition
.

58. Kiosk
Burhani Expo
.

59. Kiosk
Pune Railway Station Kiosk
.

60. Kiosk
Kiosk For Malls
.

61. Vehicle Graphics

62. Vehicle Graphics | Initial Design
.

63. Vehicle Graphics | New Design
Regular Vans
.

64. Vehicle Graphics | New Design
Air Condition Vans
.

65. The Transformation

66. Monginis transformation | Old
.

67. Monginis transformation | Old
.

68. Monginis transformation | Old
.

69. Monginis transformation | Old
.

70. Monginis transformation | New
.

71. Monginis transformation | New
.

72. Monginis transformation | New
.

73. Thank you
DESMANIA DESIGN PVT. LTD.