|Britannia Industries: Pure Magic Brand
2009 REBRAND 100 Winners > merit |
Country Base: India
Below: Before Images, Rebrand Images, Summary
Industry Setting - Pure Magic is a premium cookies brand from Britannia Industries – the confectionery giant in India. Before rebranding, its portfolio consisted of cream biscuits and Danish cookies that were sold from all types of retail formats.
Challenge - The inconsistency in brand identity within the portfolio created confusion among consumers. Also Britannia wanted to relaunch ‘Pure Magic’ brand with a larger portfolio, in an attempt to carve a niche for itself in the premium cookies segment.
Strategy - After studying the target audience (neo rich, self-indulgent, worldly-wise young beings who “live the moment”) and understanding their psyche, we created a brand that would wink at the audience & evoke them to identify with excess, luxury and indulgence. The design started with creating the spirit of brand - to create a mood of greed, craving, pampering, enticing through product packaging. We built new brand architecture, identity, shape, design, naming strategy that would communicate the brand offering.
Result - Britannia Industries launched the Pure Magic range of products initially in Delhi and Bangalore and is now expanding its distribution to other major cities in India.
Client: Britannia Industries: Pure Magic Brand - www.britannia.co.in
Brand Strategists/Designers Elephant Design - www.elephantdesign.com
Design Director: Ms. Ashwini Deshpande
Senior Designer Ms. Taruja Parande