Madras Gourmand — Sardine Packaging Rebrand

Madras Gourmand is a gourmet canned seafood brand with an established identity and strong product recognition. The challenge was not to reinvent the brand, but to update it: strengthening its premium positioning, improving range navigation and creating a more distinctive presence on the shelf without losing its original character.

Koolbrand approached the project as a complete rebranding and packaging system. The logo, typography and graphic architecture were refined to create a clearer, more contemporary identity. Rather than working as a decorative element, the brand became the structural foundation of the packaging.

A bold typographic hierarchy gives the product immediate visibility, while hand-drawn illustrations bring personality and identify both the sardines and their different recipes. Each variety has its own colour code, making the range easier to navigate while preserving a strong and recognisable family appearance.

The contrast between expressive illustration, direct typography and saturated colour creates a packaging system that feels contemporary, approachable and distinctly gourmet. The cardboard sleeves and metal tins work together as a single visual experience, extending the identity from the shelf to the moment the product is opened.

The result is a flexible and scalable packaging system that strengthens Madras Gourmand’s premium perception, improves recognition across the range and allows the brand to introduce future products without losing coherence.