Identity Redesign for an expanding Tamil grocery chain
Elephant Design created a dual-brand strategy with accessible naming and refreshed visual system, delivering national expansion capability while preserving local legacy.
40%
Recognition in new markets
Consumer demographic analysis
Modernized heritage symbol system 
Transformed Kovai Pazhamudir Nilayam (KPN), a beloved Tamil Nadu grocery retailer, into a nationally accessible brand while preserving its 60-year legacy, enabling seamless expansion beyond linguistic boundaries. 
The House of Mangoes
Since 1965, Kovai Pazhamudir Nilayam ("Orchard of Fruits") evolved from a humble mango pushcart near Coimbatore into a comprehensive grocery retailer beloved across Tamil Nadu. The mango symbol became synonymous with trust and freshness, earning loyal customers from multiple generations. As the second generation prepared for pan-Indian expansion with Westbridge Capital backing, they faced a complex challenge: their Tamil name carried significant weight locally but presented substantial barriers in other regions where pronunciation and recognition would be problematic. 
Freshness on a National Scale
KPN aimed to establish itself as a full-service supermarket across India while maintaining its reputation for premium fresh produce. Targeting upper-middle-class families in 2-3 BHK apartments (80% owning cars or two-wheelers), the brand recognized an opportunity to convert customers who showed strong loyalty for fresh produce but distributed other grocery shopping across multiple retailers. The strategy focused on creating an accessible national identity that would work across all Indian scripts and retail environments while preserving the emotional connection with existing customers. 
The primary logo employs the Cocon font, selected for its warm, welcoming character and superior legibilityFlexible Extensions
The brand architecture accommodates future growth, allowing "Fresh" to be substituted with other descriptors for potential brand extensions. The visual system maintains KPN's trusted colour palette of green, orange, and yellow, but introduces enhanced depth for modern applications across store facades, packaging, digital platforms, and staff uniforms. 
Typography-play With Natural Element
The primary logo employs the Cocon font, selected for its warm, welcoming character and superior legibility. The beloved mango seal (a symbol of the brand's origins) was reimagined into primary and secondary versions, modernized for contemporary applications. Particular attention was paid to nighttime visibility through strategic illuminated signage, addressing the crucial evening shopping hours. 
This dual-seal approach provides versatility across various brand applications while preserving brand recognitionSimilar Project
