Kohinoor Basmati Rice, one of the world’s leading rice brands, is the flagship product in the Indo-European Foods’ (IEF) portfolio of Indian Food products.
Kohinoor is one of the earliest established packaged rice brands and as such is recognised by Britain’s Asian and other cosmopolitan audiences as a premium Basmati rice with deep Indian heritage.
With the need to freshen its image; in particular its bag design, in the face of increasing competition within the sector, IEF approached Evolve Creative (London) given our reputation as a global authority on multi-cultural branding.
Having researched the history of the brand and the origins of its design – including interviewing key brand stakeholders – we set to work, utilising significant elements from the existing brand identity and developing them. A softer and more contemporary diamond symbol led us into the creation of a fresher and more modern typestyle. The new design also brought in the food cues that the identity required in order to give Kohinoor a much wider appeal.
We understood that the Kohinoor brand was recognised as being wholly representative of ‘authentic India,’ so it was vital that we retained the ‘Temple’ silhouette which was a key visual in element in representing Indian culture. Conceptually each variant reflected the very origins of Basmati rice and occasions for use. The premium blue bag rice ‘for special occasions’, depicting floating Diwali lights on water, with celebratory fireworks in the background.The pictorial and typographic elements of the design create a strong emotional link between the consumer and the authentic essence of India, as opposed to the basic ‘serving suggestion’ style imagery used by most competitors.
We managed all elements of the print production process to ensure the approved creative achieved the desired effect in the final print (and delivery).
Once the new branding reached stores, Evolve Creative (London) received excellent feedback with the brand experiencing substantial sales growth; attributed to the new pack design which positioned Kohinoor as one of the brand leaders in Basmati rice.
Kohinoor Basmati Rice can be found in major supermarket chains throughout the UK, including Tesco, Sainsbury’s and Asda.
