A glimpse into how DY Works helped Kurkure refresh & redefine its brand identity and establish a strong visual architecture strategy to straddle different extensions.

1. Kurkure
Project Explosion
16th April 2012

2. Challenge
&
brief
Challenge:
When
India’s
largest
brand
in
the
salty
snacks
category
wanted
to
expand
and
redefine
itself
as
a
“Mega
Brand”,
quesDon
was
not
about
how
to
refresh
the
look
or
redesign
the
packaging,
but
rather
how
to
carry
forward
the
strong
equity
of
such
a
brand
(strongest
love-­‐mark
across
Frito
Lay
world)
into
new
categories
Brief:
• Refresh
&
redefine
Brand’s
visual
idenDty
to
– Launch
a
new
range
of
product
formats
under
the
umbrella
– Reflect
Brand
ethos
and
act
as
a
strong
visual
language
for
the
brand
• Establish
Brand
Visual
architecture
strategy
to
straddle
different
extensions

3. Brand
SoluDon
Keeping
in
view
the
newly
defined
Core
of
Kurkure
–
Contemporary
Indian
snack
which
brings
a
Force
/
energy
in
everyday
moments
of
your
life,
DY
Works
created
an
idenDty
which
was
an
apt
evoluDon
from
the
current
and
added
a
spark
of
energy
not
only
through
the
idenDty
&
font
visual
but
through
a
strong
visual
mark
of
“Tear”.
This
tear
now
acts
as
an
ownable
property
for
enDre
Kurkure
range
Old New
A
visual
brand
language
which
helps
defines
a
strong
visual
architecture
for
the
brand
and
can
be
extended
across
communicaDon
pla[orms
Colors,
tear
and
forceful
product
depicDon
(shards)

5. Previous New

7. Final
range
Core
Collets
range
Solid
MasD
range
Puffed
Snack
range

8. VISUAL
BRAND
LANGUAGE
EXTENSIONS