The document discusses the challenges faced by Kurkure in redefining its brand identity to expand into new product categories while maintaining its strong brand equity. It outlines the objectives of refreshing the visual identity and establishing a brand architecture strategy to support various product extensions. The proposed solution includes a new energetic visual identity characterized by a distinctive 'tear' mark, aimed at appealing to contemporary Indian consumers.

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