iD Fresh Food has refreshed its packaging in partnership with design consultancy Elephant, marking the first major evolution of its visual identity in over two decades.

The redesign retains the brand's recognisable packaging while introducing a more expressive design system intended to improve shelf visibility and strengthen appetite appeal.

According to the companies, the new packaging shifts the emphasis from product claims to visible ingredients, allowing freshness and authenticity to take centre stage. The design system has also been created to work across iD Fresh's expanding product portfolio.

Founded in 2005, iD Fresh Food's products are available across India as well as the UAE, US, UK, Oman and Saudi Arabia. The refreshed packaging is being rolled out progressively across the brand's product range.

PC Musthafa, co-founder and CEO, iD Fresh Food, said, "When we decided to refresh our packaging, we weren't looking for a complete reinvention. We wanted a partner who understood the essence of iD and could evolve what people already trusted. Elephant respected the equity we had built while creating a packaging system that feels modern, premium and unmistakably iD." 

Gaurav Kwatra, CMO, iD Fresh Food, added, "Our ambition was to make the packaging feel new without losing the familiarity consumers associate with iD. The new identity carries our promise of trust and transparency consistently across categories."

Ashwini Deshpande, co-founder, Elephant, said, "The challenge was to preserve years of consumer trust while giving the brand a stronger, more contemporary voice. Instead of adding more claims, we made authenticity visible through a delicious combination of typography and imagery, creating a packaging system built for today's shelves, screens and tomorrow's growth."