Project Introduction
Mala's Food Products is in business of making jams, crushes and various other fruit products since 1958. People visiting the retail counter were always curious to see the factory making these jams and crushes. This facility being the first Mal's factory has a heritage value which the company decided to curate a factory visit experience for the people and for their clients. A gallery on the first floor overlooks the filling line and allows a good view of the filling, caping, sealing and labelling station. The company through this experience centre wishes to create a stronger connect of the brand with end consumers. Mala's having a larger presence in B2B business segment wanted to use this opportunity to strengthen the brand with the end consumer. This is the first phase of the experience gallery and the second phase is under construction.
The Design Solution
The factory viewing experience has been gamified as the visitor becomes a fruit (Mango, Strawberry, Kiwi or Orange). He/She gets a chance to know more about the fruit, see the fruit in the context of the world, read about about its nutritional facts, seasons and is eventually lead to the factory view after a series of engaging installations.
The "Fruitland" as it is called, allows a multi-sensory experience through sound, smell and visual treats to its visitors. As the factory experience is designed in a manner where the starting point begins with selection of fruit and then leads through the journey of the fruit, it showcases an engaging 3D animation depicting its journey from the farm to the consumer. Lastly a quiz helps visitors win points and get a chance to redeem a discount at the retail counter.
Key Features
The "Fruitland" is designed keeping in mind visitors of all age groups. The centre caters to a curious child who wants to learn through play and adults who are willing to know more about fruits and understand how a factory controls its quality and supply. Engaging animations in addition to informative graphic panels address curiosity of wider section of people. A selfie animated in the form of the fruit picked during registration is also provided to all.
Behind the Scenes
Perspectives
Exited to share a project that I have been a part of for quite some time. This was the first project assigned to me when I joined Sarg Design Studio. The journey has been nothing but a roller coaster ride. So many challenges and learnings.
Lot of interactive spots and attractions for all ages. Enjoyed the selfie clicks according to fruits chosen. Enjoyed few samples of khus and passion fruit and special thanks to Karan...gulkand and fudge were mesmerising. Mala's cafe is very inviting... Will visit again.