The "Economic Growth Through Fruit Transformation" project is one of the projects being implemented by GAIN Ethiopia. It focuses on improving access to safe, and nutritious dried fruit-based snacks by developing a comprehensive fruit processing value chain. This initiative creates job opportunities and income generation along the fruit value chain in Ethiopia.

The project employs a public-private partnership approach to test, pilot, demonstrate, and scale up feasible fruit drying solutions and fruit-mixed snack products. To ensure the initiative's success and foster an enabling environment, the project supports capacity building and provides policy assistance to both public and private institutions.

Globally, the demand for healthy and natural food products is on the rise, driven by consumer preferences for nutritious, convenient, and innovative options. In response to this trend, a dry papaya-mixed cereal product has been considered for introduction to the Addis Ababa market as a pilot phase. This product is being developed in collaboration with TruLuv Granola, aiming to offer a healthy and acceptable alternative for breakfast or snacks, catering to modern, health- conscious lifestyles.

As part of the successful market entry preparation that GAIN is implementing to support TruLuv in effectively launching its fruit-mixed cereal product and expanding in the Addis Ababa market, branding and packaging are among the critical areas of focus. To this end, extensive market research is underway, which GAIN will utilize to design effective branding and packaging by hiring a competent service provider. The branding and packaging design process primarily involves refining and customizing recently developed branding and packaging concepts. 

Objective

General objective:

To develop an effective and market-driven branding and packaging design for partner SME’s papaya-mixed cereal product, ensuring strong brand positioning, consumer appeal, and alignment with market research work of GAIN and existing design concepts of the SME for successful launch and expansion of papaya-mixed cereal product in Addis Ababa.

Specific objectives: 

• Hold consultation meetings with the GAIN team, partners, and market research and consumer preference study team
• Clearly understand the project scope and ongoing work on market analysis Align new product branding and packaging work with the ongoing work in market research and consumer preference besides the existing design concepts of Truluv
• Refine and customize existing design concepts for the new fruit cereal product with alternatives for different packages, sizes, and formats
• Ensure product band and packaging design meet local and international standards 
• Final design concepts have to be validated and further refined as needed

All branding and packaging designs, including alternative size formats, have to be done in a generic layout without mentioning the actual company brand in it. The raw file has to be submitted during final reporting so that SME partners will be able to incorporate the branding, logo, and other company-specific information in the dedicated and relevant positions. 

Scope of the assignment

1. Analysis of existing design concepts

• Assessment of existing branding and packaging designs in alignment with GAIN market research work project scope
• Understand the core brand message, business mission, differentiation, and value proposition 

1. Refining and customization of brand and package

• Designing of brand and packaging for the new product aligned with the existing designs for different products and outcomes of market research and consumer preference study of GAIN
• Ensuring the design effectively communicates the brand message, labeling requirements, and value proposition 
• Design alternative brand and packaging concepts for different packaging sizes and formats

1. Alignment with ongoing project works and compliance 

• Incorporate insights from ongoing market research to ensure the branding and packaging resonate with the target audience.
• Ensuring newly developed/refined and customized branding and packaging alternatives meet regulatory standards locally and internationally

1. Finalization and follow up 

• Develop final branding and packaging designs with alternatives in theme, size, and formats ready for production 
• Recommending suitable materials for packaging considering cost-effectiveness and environment friendliness
• Participate in product validation workshop event to then make necessary adjustments   

1. Reporting and Recommendations:

• Prepare a comprehensive report on newly designed brand and packaging with possible alternatives for package size and formats
• Provide recommendations for improvement and further refinement of branding and packaging designs based on evidence from validation events 
• Submission of final designs together with final report 

MAJOR DELIVERABLES

Responsibilities of GAIN

GAIN will provide the necessary information, and project documents and coordinate links with partners and the market research team. In collaboration with project partners, GAIN will review and provide feedback on the inception report, approach to assignment, designed concepts, facilitate the validation workshop and product launch and reports. 

Qualifications

The consultant or consulting firm must possess the following qualifications:

• A minimum of 3 years of experience in branding and packaging design, especially for FMCG (Fast Moving Consumer Goods), food products, or similar industries.
• Proven expertise in industry-standard design software (Adobe Illustrator, Photoshop, InDesign, etc.).
• Experience working with international standards for branding and packaging, including regulatory compliance (e.g., Ethiopian Food & Drug Authority, and Codex and national labeling requirements).
• Strong understanding of consumer behavior, packaging trends, and market research integration into branding.
• Capability to create multiple design alternatives for different packaging sizes and formats.
• Ability to recommend cost-effective and environmentally friendly packaging materials.
• Excellent English communication skills, both written and verbal.
• Ability to meet tight deadlines and work efficiently within the given project timeline
• Familiarity with consumer trends in natural and health-focused products.
• Experience with fast-moving consumer goods (FMCG) in emerging markets.
• Capacity to work collaboratively with a diverse team of experts.

How To Apply

How To Apply

Interested firms with relevant experience are invited to submit their technical and financial proposals in separate sealed envelopes, in person, to the following address: Bole Sub-City, Woreda 2, 3rd Floor, HGS Offices Behind the Embassy of Rwanda, in front of Ayer Amba High School Application Deadline: April 11, 2025. For any clarifications, please contact: mworku@gainhealth.org