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Magic's in the Mix

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Majans

Positioning & Integrated Branding

Overview

Majans is a young Australian snackfood company taking on Big Food internationally with its ‘Taste & Goodness’ proposition. Having focussed for 10 years on building a portfolio of quality product brands and establishing distribution with the biggest grocery retailers in the world, Majan’s approached The One Centre to help it position, freshen and raise the profile of the ‘Majans’ corporate masterbrand. Growing rapidly and globally, it had become increasingly important for Majans to define and communicate what makes it unique, especially up against Big Food. Building their name and philosophy would help them cut the path of delivering a healthier, tastier snack for consumers everywhere, and build value back into the business for future exploitation.

Majans is a young Australian snackfood company taking on Big Food internationally with its ‘Taste & Goodness’ proposition.
Strategy

We identified four pillars that made Majans a unique snackfood brand. The first was their passion and energy. Being a family business, their drive, ambition and vision to take on the world was impressive. Second was a commitment to use quality and wholesome, Australian-grown ingredient. 99.8% of their snackfood elements, from humble chickpea to exotic spice, is sourced from local farmers. Even the canola oil is lighter, healthier.

The combination of these four pillars creates the Majans 'magic' and legitimately positions them as ‘The Taste and Goodness Snackfood Company’.

The third was their all-natural ‘flavour arts’. Their ability to mix natural spices and flavours was extraordinary, and a gift from their Indian family heritage. Finally, advanced cooking techniques. Entering Majan’s factory was like stepping into a fresh food market come high-tech film set. They invest millions in developing cooking processes that produce not only a healthier, lower-fat, low GI product that tastes better but one that is created more efficiently.

Identity

Researching the brand we identified one ingredient common to many of Majans' products that symbolised the Majan’s way: the humble chickpea. High in protein, low in fat, offering a fabulous texture and taste, the Majan’s chickpea. Iconised with its cheeky red colour and ‘kiss’, it became the basis for our corporate identity and storytelling of ‘The Taste and Goodness Snackfood Company.’ We also created the tagline, 'The Magic’s in the Mix’ as an enticing invitation to find out what that magic is and what it tastes like.

With its cheeky red colour and ‘kiss’, the Majans chickpea became the basis for our corporate identity and storytelling.
Film

People today are intently interested in where their food comes from and how it is prepared. Even snackfood. As a way to tell Majans’ ‘Taste & Goodness’ story and demonstrate just how ‘the magic’s in the mix’, we created an engaging brand film centred on the Majan’s factory, tracking the process of how its hero products Bhuja Mix and Smart Snacks are created. Importantly, in the age of faceless, corporate Big Food, we wanted to inject the personalness and passion of Majans’ people into the mix, showing that this company has a heart and is on a mission to deliver popular yet principled snack food.

Our brand film centres on the Majans factory, tracking the process of how its hero products are created.
Digital

The Majans’ website was designed as a rich content site that can tell the Majan’s masterbrand story and provide distinct sites within the one platform to showcase its product brands. Responsive for desktop and mobile devices, it features the Majans story, four pillar overview, history timeline, Magic’s in the Mix film as well as half a dozen scalable sub-sites for key Majans product brands. Within each sub site the product brand is presented in its own brand look and feel, with brand story content, product range, health and ingredient info and where to buy functionality.

A content rich site that tells the Majans masterbrand story and provides distinct product sites within one platform.
Photography

As part of the brand identity development and website content design, we created a library of Majans masterbrand imagery. The intent was to capture stylistically and atmospherically the ideas of ‘taste and goodness’ and ‘the magic's in the mix’. By presenting combinations of whole, natural ingredients in their native state, styled in organic yet contemporary food culture settings, we were able to communicate the exotic diversity, goodness and deliciousness of what goes into Majans’ products, and just how much Majans loves food.

The intent was to capture stylistically and atmospherically the ideas of ‘taste and goodness’ and ‘the magic's in the mix’.
Collateral

The primary touchpoints for the Majans corporate brand are the website, social media platforms, packaging, factory headquarters, signage and business stationery. The Majans brand identity, storyline and content is being creatively integrated across all these touchpoints, from the ‘Majan’s kiss’ business cards through to unique palette packaging and beyond. In essence the total brand experience is creating a halo and talking point over all Majans products and activities, for consumers, partners, media and shareholders alike.

The total brand experience is creating a halo and talking point over all Majans products and activities.

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