Venky’s India Limited

Brand Transformation for new and contemporary consumers

Challenge

Venky’s India Limited is the flagship company of the VH Group, a pioneer of Poultry Industry in India have an extensive range of processed chicken products, animal and nutritional health products & pet food. To keep its brand relevant, aspirational and occupy a leadership position in consumer minds, Venky’s brand needed to rejuvenate and transform to appeal and gain patronage of the new consumers and their changed aspirations. The challenge was to create a differentiated Identity and define a clear & effective Brand Architecture, that would be relevant to current consumers, while also integrating and highlighting the group’s values and legacy.

Strategy

Insights from extensive research across retailers, consumers, interaction with company officials, competition, adjacent categories, understanding of the business model and changes expected over the years led to positioning Venky’s as a ‘healthy’ food brand, with “Active Living” as its essence. A new brand visual architecture was defined for developing business unit expressions.

Solution

The new identity captures its new essence of “Active Living” and presents the company as an expert, empathetic, young , dynamic brand while retaining its legacy. The ‘Venky’s Seal’ in Blue and Gold colour symbolizes quality with sophistication and the logotype adds a personal touch. The solidity of the identity reaffirms the company’s stature as a leader. The brand transformation initiative included not just redesigning the visual identity and its various manifestations but also creating a comprehensive brand development program – formulating Brand Strategy, structuring Brand Architecture, and applying the brand thought to all consumer touchpoints.

Result

The new identity for Venky’s was launched in 2009, coinciding with completion of 25 years of the company and has been used extensively across packaging, retail and media sponsorship.
More Case Studies
Client:
Venky s India Limited
Project:
Corporate Identity
Sector:
Poultry
Key Deliverables
Articulation of vision and values
Brand Strategy and ArchitectureCorporate Identity
Visual Language & System
Packaging
Brand Manuals

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