iD Fresh Food has rolled out a refreshed packaging identity across its product portfolio, designed in collaboration with design consultancy Elephant.
The redesign holds onto the brand’s familiar visual cues while pushing for sharper shelf visibility and a more contemporary look. The new packaging leans harder into ingredient and product imagery, built as a design system flexible enough to extend across iD Fresh’s growing category mix.
PC Musthafa, co-founder and CEO, framed the update as evolution rather than reinvention: “Our objective was to refresh the packaging without changing what consumers already associate with iD. Elephant helped us retain the brand’s core identity while creating a packaging system that feels more contemporary.”
Gaurav Kwatra, CMO, iD Fresh Food, said the refreshed identity is meant to bring consistency across the company’s expanding portfolio while doubling down on trust and transparency – two pillars the brand has built its equity on.
On the design side, Ashwini Deshpande, co-founder of Elephant, said the focus was on modernising iD Fresh’s visual language without losing familiarity. The new system uses typography and ingredient-led imagery to strengthen product appeal, both on crowded retail shelves and across digital platforms.
Founded in 2005, iD Fresh Food has scaled well beyond its home market, with a presence across India as well as international markets including the UAE, the US, the UK, Oman, and Saudi Arabia. The company said the refreshed packaging will roll out across its full product range in phases, rather than all at once.
