FMCG design

2 min read

Brand Journal

ITC Bingo’s Typography Strategy: How a Font Choice Made a Snack Brand Feel Young

ITC Bingo entered a category owned by Frito-Lay with a deliberately chaotic, rule-breaking design language. The typography wasn't just a style choice it was a positioning weapon targeted at a generation that found "polished" brands boring.

Jun 17, 2026 · Editor's Desk

2 min read

Brand Journal

Dabur Red Toothpaste: How a Single Colour Built a ₹1,000 Crore Challenger Brand

Dabur Red launched in a category dominated by white. White tubes, white paste, white packaging. Dabur went red and used colour contrast so aggressively that it created a new shelf segment that didn't exist before.

Jun 17, 2026 · Editor's Desk