Every spoon has a spicy story.
Decades old pickle brands revamped its entire visual and verbal identity with a new vision.
Branding
Problem
A 4-decade-old pickle brand wanted to stay like a brand with legacy, but also reach new segments of the market. Their old name was so popular and they have a strong customer in Hyderabad who have been patrons of the brand for decades. The problem was to give the brand a whole new look.
Analysis
Local food products are mostly unbranded. Though there are a few branded products, they fail to maintain consistency and quality both in branding and also with the product. Hyderabad’s market is populated with several pickle brands and our challenge is to stand apart and attract a young population.
Method
We decided to give the brand a new name, a new position and a brand-new package. To reflect the legacy of the brand, we renamed it as ‘Ethnic Eats’ and gave it the position ‘Spoonfuls of Stories’, thus making it appealing to youngsters as well as middle-aged customers. Finally, we designed the package by garnishing it with the main ingredients of the product.
