The document discusses strategies to improve the brand identity and marketing of the snack brand "Wah! LUFT". It notes that the Indian snack market is growing and outlines opportunities to position the brand. A redesign of the logo, packaging, website, and social media presence is proposed to better communicate the brand's message and values. The new identity aims to incorporate Hindi script and emphasize excitement through typography. Improved packaging would focus on aesthetics and messaging. Changes to the website and use of Instagram aim to engage customers and establish the brand.

1. BRAND/VISUALLANGUAGE
Wah! LUFT
Brand Strategy + Design
Presentation
by BRAND/VISUAL LANGUAGE

2. BRAND/VISUALLANGUAGE
‘Wah! LUFT’ Brand Design Audit and
way forward strategy
Among the varied snacking options, the savory snacks gained
momentum in recent years due to increased penetration
of packaged snacks in this category, reflecting the quickly
changing snacking patterns of Indian consumers from
traditional homemade snacks to better quality branded
packaged snacks. Savory snacks are the most convenient food
as they are portable and quick to consume. Apart from daily
consumption, Savory snacks are increasingly consumed by
the Indians when they are traveling, in between meals, having
a get-together, or during special occasions. These Savory
markets in India could be categorised into Ethnic/Traditional
Snacks.
The brand ‘Wah! LUFT’ has enormous potential to grow and
become a well-known food brand in the market.
It is seen that the Indian packaged food market is expected
to be double and grow up to USD 70 billion in the next
5-10 years, led by factors that include economic growth,
demographic dividend, and growing e-commerce.
The key drivers for Indians to eat
snacks are more emotional—the
majority of Indians said they
indulge in snacking to treat
themselves or while taking a break.
Of those surveyed, 37% eat snacks
to get rid of stress. In all, Mintel
studied snacking habits of 3000
online respondents in 2018.
Mintel noted that close to 40%
of users sought a variety of
conveniently packaged snacks,
while one-third of those surveyed
sought single-serving size
packaging.

3. BRAND/VISUALLANGUAGE
Brand Identity
1) The brand name is working well and corresponding
considerably with the nature of food products are sold under it.
2) The Hindi language speakers can only understand ‘Wah!
LUFT’s name. Therefore to increase its communication value, it
is essential to add a Tagline that corresponds to the nature of
the product and the message the brand name is conveying.
3) Current logo design legibility and readability is an issue
4) Colour combinations are not complementing
5) Overall appeal of the Brand Identity is suffering immensely
due to poor composition

4. BRAND/VISUALLANGUAGE
New Brand Identity Concept Board
1) Brand typo is inspired by
vernacular typography
2) Unique quality of the
Indian script, such as Hindi
and Urdu handwritten type
characters, try to inculcate
the brand identity logo.

5. BRAND/VISUALLANGUAGE
New Brand Identity Concept Board
A) Excitement emotion is
capture in the stroke
B) Licious feel embedded in
the font
C) Circle holding device
represent the wholesome
quality
D) Vernacular Hindi script
touch incorporated in the
typography

6. BRAND/VISUALLANGUAGE
New Brand Identity Concept Board
Brand Identity fully
corresponds to the brand
mission and values.
Furthermore, aesthetically
engages well with. it’s
prospective consumer’s
Before
After

7. BRAND/VISUALLANGUAGE
Packaging Design
Packaging is an indispensable marketing strategy to
glamorize a product to attract the consumer’s attention.
Many consumers will judge a product by its packaging before
buying it, so creating compelling and alluring stationary will
build first-time buyers intrigued. Packaging is precisely the
product identity.
We can use the packaging to encourage potential buyers to
purchase the product. Packaging is also used for convenience
and information transmission.
Hence, we meticulously
looked into the packaging,
much more than just
packing but an advertising
piece. Packaging design
must include sophistication
and all brand values yet be
attractive and allure the
targeted audience.

8. BRAND/VISUALLANGUAGE
Packaging Design Solutions
Proposed Packaging design:
As we know packaging being one of the biggest
communication pieces for a brand. We are concentrated on
its aesthetic as well as communication appeal to bring out
the brand promise upfront. Having an attractive, well-aligned
packaging design with the brand vision and mission.
Current Packaging design:
The existing packaging
design is not serving well
in terms of brand message
communication and
aesthetically looking clutter
and lacks the self through.

9. BRAND/VISUALLANGUAGE
Packaging Design Solutions

10. BRAND/VISUALLANGUAGE
Packaging Design Solutions

11. BRAND/VISUALLANGUAGE
Packaging Design Solutions

12. BRAND/VISUALLANGUAGE
Packaging Design Solutions

13. BRAND/VISUALLANGUAGE
Packaging Design Solutions

14. BRAND/VISUALLANGUAGE
Current Website Auditing
Home page buttons; are overtly
designed. Furthermore, they are
not complementing the overall
design theme.
Background; the green color
pattern is more of a distraction
than adding value to the overall
communication message.
Product feature; product
photograph and its presence
on the home page is not fully
complementing. It needs to be
improved.
Home page; not having
sufficient information and
homepage looking incomplete
Text: on the home page not
sufficient Infomation

15. BRAND/VISUALLANGUAGE
Current Website Auditing
1) Making the brand mission
‘we manufacture Happiness’
as the brand core concept
and highlighting across all
promotional media would surely
helps brand building exercise.
2) Further details and the
background story about
Authentic cuisine are always
valuable information that helps
to engage with a prospective
consumer and keep them on
the webpage for a longer period.

16. BRAND/VISUALLANGUAGE
3) Section is meant to give
more information about an
individual product, and it is an
e-commerce section.

17. BRAND/VISUALLANGUAGE
5) Instagram posts
4) News and happenings; this
section would cover news and
happen around Indian cuisine.
Furthermore, it would carry
articles and event reporting
around authentic Indian
food and relevant subject or
products.

18. BRAND/VISUALLANGUAGE
Instagram
Nowadays, Instagram is emerging as a potent brand-building
medium; hence encashing the power of Instagram is our
priority here.
In our case, the best aspect of Instagram is that our
prospective target customers mostly spend a good amount of
their time daily on the platform, which is good news for Wah!
LUFT.
The design strategy followed
to build the ‘Wah! LUFT’s
brand on Instagram is direct
and aimed to establish the
brand USP visually. Hence
it grows on the targeted
audience consciousness
quickly.

19. BRAND/VISUALLANGUAGE
Brand Promotion Materials

20. BRAND/VISUALLANGUAGE
Brand Promotion Materials

21. BRAND/VISUALLANGUAGE
Brand Promotion Materials

22. BRAND/VISUALLANGUAGE
Brand Promotion Materials

23. BRAND/VISUALLANGUAGE
Brand Prism
Establishing a more solidified
brand image through the
use of the brand identity
prism makes it easier for a
company to market its brand
to consumers.

24. BRAND/VISUALLANGUAGE
Thank You