Strategic Brand Shift for Dinshaw's
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Transforming a brand’s impression from affordable, traditional & ordinary to aspirational, contemporary & high-quality
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Strategic Brand Shift for Dinshaw's
- 2. Client: Dinshaw’s Dairy Foods Ltd. Brand Strategy, Brand Architecture & Portfolio Rationalization, Brand Identity (Nomenclature + Visual Identity) Design, Packaging Graphics, Detailed Brand and Packaging Design Guidelines Manual, Brand Collateral Design, Retail Identity and Experience Design, Turnkey Planning and Execution of Ice Cream Parlours ©LokusDesignPvt.Ltd.,Pune,2020
- 3. Transforming a brand’s impression from affordable, traditional & ordinary to aspirational, contemporary & high-quality… ©LokusDesignPvt.Ltd.,Pune,2020
- 4. Founded way back in 1933, Dinshaw's Dairy Foods is one of Central India's most iconic brands. As the brand looked to scale its presence nationally, we partnered with it to transform its impression from regional, affordable, and traditional, to contemporary and aspirational. We anchored our strategy in the brand's commitment to the goodness of thought and action, and evolved a robust packaging system to unify its rapidly growing portfolio spanning 5 product categories, 30+ sub- categories, and 15 sub-brands while still maintaining the uniqueness of each. Our design effort enabled Dinshaw’s to reinvent itself in a cluttered industry and leverage brand strength to stop its products from competing at sub-category and product variant levels. It also helped the brand drive efficiencies in marketing and packaging spends. ©LokusDesignPvt.Ltd.,Pune,2020
- 5. Strategic Brand Shift Workshop ©LokusDesignPvt.Ltd.,Pune,2020
- 6. Strategic Brand Shift Workshop ©LokusDesignPvt.Ltd.,Pune,2020
- 7. Brand Architecture Branded House Family Brand: House of Sub-brands Endorsements: House of Brands House of Brands All products carry Brand name Product weight = Brand weight Product weight > Brand weight Independent Product brands Same identity Different Identity- proposition based Umbrella as driver Co-drivers Strong endorsement Linked name Token endorsement Shadow endorser Not connected • Generating effective consumer mindshare- from affordable, traditional and ordinary to aspirational, contemporary and high-quality products (from association with taste/ flavour to association with satisfaction/ fulfillment) • Higher impact achievable with appropriate branding and marketing efforts • Consolidate product capabilities and streamline existing categories while reducing dependency on the mother brand for new categories • Leverages the Master Brand • Offers scope for development of each Category Brand 1. Dinshaw’s Brand would drive the mass market (volume) products 2. Sub-brands would be introduced to consolidate product sub-categories based on relevant benefit/ value proposition for consumer age and lifestyle (SEC) specific needs 3. Endorsed brands for extended competencies, Bakery and Frozen Foods to reduce dependency on Mother brand POSITIVE VALENCE SHARED VALUES Commitment to “Goodness” Good thoughts, Good words, Good deeds Benevolence, Hedonism PURPOSE FUNDAMENTAL NEEDS To make people feel cherished • Stimulation • Love/ Connection PROMISE/ MISSION Devising pleasurable experiences through high quality, innovative F&B products …drives VISION PERSONALITY “Friend” Warm, Cheerful, Lively OFFERINGS IDENTITYARCHITECTURE Master Brand driven mass products, Sub-brands for benefit focused/ high growth sub- categories, endorsement for extended competencies …drives POSITIONING Packaged Milk, VADPs, Ice Creams, Bakery Products, Frozen Foods Dinshaw’s Brand Strategy Development Brand Strategy + Architecture ©LokusDesignPvt.Ltd.,Pune,2020
- 8. 1. Taste 2. Moments 3. Excitement 4. Fun/ Delight 1. Variety 2. Exotic/ Indulgence 3. Lifestyle Value 1. Purity 2. Authenticity 3. Nourishment 1. Healthy 2. Taste 3. Freshness 1. Taste 2. Freshness 1. Lifestyle Value 2. Modern 3. Variety 1. Taste 2. Excitement 3. Fun/ Delight 1. Lifestyle Value 2. Modern Ice-creams FEEL GOOD + LOOK GOOD DOGOOD FEELGOOD LOOKGOOD 70% 30% 70% 30% 30% 70% 30% 70% Milk & Milk Products DO GOOD + FEEL GOOD Bakery Products LOOK GOOD + FEEL GOOD Frozen Foods LOOK GOOD + FEEL GOOD Category Positioning Portfolio Positioning 1. Purity 2. Authenticity 3. Expertise/ Heritage 4. Convenience 5. Balance 6. Nourishment 1. Healthy 2. Warmth 3. Taste 4. Freshness 5. Moments 6. Fun/ Delight 7. Excitement 8. Belonging 1. Exotic/ Indulgence 2. Lifestyle Value 3. Variety 4. Modern FEEL GOOD DO GOOD LOOK GOOD ©LokusDesignPvt.Ltd.,Pune,2020
- 9. Portfolio Identity- Nomenclature + Visual Identities ©LokusDesignPvt.Ltd.,Pune,2020
- 14. Brand and Packaging Design Guidelines Manual ©LokusDesignPvt.Ltd.,Pune,2020
- 30. Dinshaw’s Cream Studio: Turnkey Design: Planning, On-Site Execution, Project Management ©LokusDesignPvt.Ltd.,Pune,2020
- 32. Point of Sale Branding ©LokusDesignPvt.Ltd.,Pune,2020
- 33. “Working with the Lokusdesign team has been a creative and a beautiful journey. We collaborated with Lokusdesign to redefine and bring a sharper, more strategic focus to Dinshaw's' brand strategy and architecture. This lead to a robust packaging design system unifying Dinshaws diverse and rapidly growing portfolio. The new design has contributed to Dinshaw leveraging its brand strength. To a certain extent, it has also helped in driving efficiencies in the overall packaging spends. The team has the capacity to listen & observe well before putting in their word. It provides a sense of working comfort, which is an absolute must to deliver great work.” - ZERVIN RANA, DIRECTOR, DINSHAW’S DAIRY FOODS LTD. ©LokusDesignPvt.Ltd.,Pune,2020
- 34. Connect with us: 17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India info@lokusdesign.com +91 99210 44300