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ITC MasterChef.

A brand offering best quality ingredients and ready to eat items for the urban Indian cook to help make his/her cooking and culinary experience more enjoyable.

Giving a facelift to the ITC Masterchef marketing website.

The Project

ITC Masterchef is the Food & Beverage department of ITC Limted, one of India's foremost private sector companies. ITC has a diversified presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and Agri-Business.


ITC Masterchef product offerings include Frozen Prawns, Spices, Frozen Snacks, Dehydrated Onions, Mango Pulp and others.


We were tasked with creating a marketing website that shows these products in the best light and promotes the story behind them.

Our Solution

Every ITC MC Product existed as its own brand with its own packaging style, colours and identity. However there was a parent ITC Brand Identity that ties all the children products within itself.


We wanted to juxtapose the uniqueness of the individual brands as well retain the cohesiveness with the parent ITC brand in our designs.


We therefore retained the fonts from the parent brand guidelines and used every product’s distinct colours in their respective pages.

OUR PROCESS

Given that it was a marketing/informational website, the site architecture had to be simple and clear to facilitate easy navigation and product information discovery to the site visitors; often with a very less attention span.

We introduced two navigations: single layer site navigation and a product page level section navigation. The former aiding to switch between the website’s pages including various product pages whilst the latter facilitating in product sections navigation. The latter one was disclosed progressively once the user navigates to the respective product page.

The design choices for visual design stemmed out from the concept of portraying the individual products in their distinctive light; given that they had their own branding and packaging while also retaining the feeling of uniformity and cohesiveness as all of the products belong to ITC Masterchef and the larger ITC Brand.

The four products that we created pages for were Frozen Snacks, Frozen Prawns, Dehydrated Onion and Mango Pulp. Apart from these pages there was a contact page that was designed to facilitate order enquires.

Once the designs were finalised we developed a Content Management System that would allow the content and marketing team at ITC to upload new graphics, make content modifications and a few other functionalities later down the road when they choose to; offering them a scalable solution.

Typography

Trajan Pro

ITC had a brand font Trajan Pro and we were to abide by their brand guidelines to make use of this font for our designs. We did a pretty good job of using this in a good way coupling it with our imagery focused design.

Colours

ITC Recipes

Prawns Salad
Snacks
Biryani

Mobile

Testimonial

Pro Creators were very communicative and had a thought process behind their design. Our brand guidelines seemed to constrain them in few ways at times. Despite that, they were able to deliver the project successfully. There were few challenging times but the team at ProCreator was always ready to listen, propose necessary solutions and move things forward.

AMRITAASHA CHARLA, (THEN) DIGITAL MARKETING MANAGER, ITC LIMITED

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