Before & After: Gold Seal Indus Valley
by Elizabeth Freeman on 04/02/2014 | 3 Minute Read
India based The Neon Project has undertaken a redesign for a successful premium Indian rice brand Gold Seal Indus Valley.
"Gold Seal Indus Valley (GSIV), a successful premium basmati rice brand from the house of Hindustan Unilever Limited, was first launched in the GCC countries in 1986. The brand stood strong as a premium offering, rooted in its Indian origin and superior taste, and had a long-term vision of expanding into other international markets."
While GSIV was a success in GCC markets, the overall brand mix was not aligned with its future vision. Not only was the product name quite a mouthful, the term ‘Indus’ that stands at the core of the brand proved to be quite unfamiliar to a majority of Indian homemakers.
GSIV wanted to be accepted as a genuine, time-tested, heritage brand that sourced only the most authentic basmati rice and unfailingly delivered a superior taste to its new-age consumers.
It was in urgent need of a rebranding effort that would develop a credible story, simplify its essence and cut through the influx of brands in the Indian market.
We set out on a series of customer interactions that strongly confirmed that the connotation of the word Indus – Latin for Sindhu – was not common knowledge. The unavailability of the brand in India until then also seemed to cause a level of mistrust about its history.
These insights led us to the formation of a key brand promise – the experience of the ‘authentic taste of heritage’. Simplifying and glorifying the legacy of the brand and the rice it sourced became the basis for a new visual language and tone of voice; and a realistic and uniquely crafted ancient gold seal was devised as a brand mark and visual hook.
While packaging was the main focus, essential storytelling elements were carefully created, assessed and applied across all forms of communication.
The compelling story expressed on the packaging infused with simple yet effective design cues received glowing feedback. The specially crafted gold seal was seen as a mark of virtue, heritage and authenticity. And the new brand mix, from packaging design to launch collaterals, enabled GSIV to be perceived as a time-tested and sought after brand that was well-equipped to cater to a modern audience.
Design: The Neon Project