Halidrams Rebrand
Why
Haldiram's, established in 1937 in Bikaner, India, by the Agarwal family, is known for its delectable Indian snacks and sweets. Bolstering this commitment to growth, Pankaj Aggarwal, the managing director of Haldiram’s has emphasized the brand’s desire to expand globally. To address this challenge effectively, we recommended that Haldiram undertake a strategic initiative by launching a new sub-brand to the USA, primarily targeting American and Indian-American families.
This endeavor aims to rejuvenate and modernize their brand identity and product marketing approach, ensuring alignment with the ever-changing global market landscape.
Concept
Tradition that is Authentic Innovative and Elevated
This endeavor aims to rejuvenate and modernize their brand identity and product marketing approach, ensuring alignment with the ever-changing global market landscape.
Logo
The goal was to streamline and modernize the logo for easy readability by both native and foreign audiences, especially since the brand's name is in Hindi and may pose pronunciation challenges.
Brand Identity
Let’s Preserve their Roots
Ilustrations - In the realm of illustrations, a deliberate design choice was made, to safeguard the rich tapestry of Indian culture and heritage intrinsic to the Haldiram's identity.
Harking back to Haldiram's forefathers, who often sported vibrant turbans or 'pagdis' adorned with beautiful, colorful fabrics, one such notable fabric was the 'bandhni.’ ( known for it’s intricate white block prints and was closely associated with Rajasthani attire and culture.) The llustrations drew upon these elements, including the distinctive use of white dots. This design aimed to pay homage to tradition while infusing a modern perspective.
Color - Likewise, the color palette found its inspiration in the lively array of vibrant embroideries and textiles.
Packaging Design Concept
It was time to reimagine the existing Haldiram snacks in a manner that piqued the curiosity among the target audience and made them irresistibly appealing.
Typography - Typography served a dual purpose in the packaging design: simplifying the product's ingredients while incorporating catchy words like "crunchy," "addictive," and "aromatic" to pique the audience's curiosity playfully, encouraging them to engage their senses and wonder about the product.
One of the most well-known Indian dishes in America is 'Tikka Masala.' You often hear about Paneer Masala, Tikka Masala, Chicken Tikka Masala, but how many Americans are truly aware of what "Masala" means? Well, "Masala" simply translates to "Spices"! It's a blend of specially selected, crushed, and handcrafted powders from a variety of aromatic spices. So, the next time you savor Tikka Masala, you'll know that you're indulging in a flavorful mixture of spices.
Goal
Typically, the word “Masti and Masala” translte to “Fun and Spices” this campaign will leverage language and clever wordplay to introduce new Hindi words to the audience and pique their curiosity to learn more about their meanings. This will be achieved through subtle and playful humor
How
For example, we'll playfully twist words like "Namkeen," which translates to "salty" since many of Haldiram's products are savory and salty. Using a playful phrase like "Don't be salty, be Namkeen" will help convey the meaning and engage the audience in a fun and intriguing way. Similarly, another playful wordplay example would be when you say, "It's spicy, It's spicy, it's spicy," which translates to "MIRCHI MIRCHI MIRCHI" in Hindi.
