Motherland Experience Design

Going Going Gone 2019

Insight ≥ India’s increasingly time-crunched urban population is looking for user-friendly food options: outlets that serve quick, flavourful and nutritious food that is well-packaged and of course, affordable. Existing food formats such as QSRs, cafés, restaurants, cloud kitchens and delivery brands have not solved for this need. It takes truly innovative thinking to make quality accessible. Together, Motherland and OYO possess this capability, so we decided to apply this philosophy to the convenience food space.

Motherland engaged a panel of chefs and food consultants to formulate a complete F&B menu comprising of regional favourites, bestsellers and new as well as experimental variants. Packaging was designed by Motherland’s in-house design team using sustainable materials and finishes that were attractive and highly portable. In parallel, Motherland and OYO’s rapid transformation team designed and built a fully functioning prototype in a premier Delhi mall. The project trial is live, with Phase 2 planned for early 2020.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.

WHILE THE FOOD WAS FLAVOURFUL AND FREE OF PRESERVATIVES, THE PACKAGING WAS DESIGNED WITH AN EQUAL AMOUNT OF CARE – ENSURING THAT IT WAS ATTRACTIVE, AFFORDABLE, PORTABLE AND SUSTAINABLE.