case study - kurkure
DESCRIPTION
A glimpse into how DY Works helped Kurkure refresh & redefine its brand identity and establish a strong visual architecture strategy to straddle different extensions.TRANSCRIPT
Kurkure Project Explosion
16th April 2012
Challenge & brief
Challenge: When India’s largest brand in the salty snacks category wanted to expand and redefine itself as a “Mega Brand”, quesDon was not about how to refresh the look or redesign the packaging, but rather how to carry forward the strong equity of such a brand (strongest love-‐mark across Frito Lay world) into new categories
Brief:
• Refresh & redefine Brand’s visual idenDty to – Launch a new range of product formats under the umbrella
– Reflect Brand ethos and act as a strong visual language for the brand
• Establish Brand Visual architecture strategy to straddle different extensions
Brand SoluDon
Keeping in view the newly defined Core of Kurkure – Contemporary Indian snack which brings a Force / energy in everyday moments of your life, DY Works created an idenDty which was an apt evoluDon from the current and added a spark of energy not only through the idenDty & font visual but through a strong visual mark of “Tear”. This tear now acts as an ownable property for enDre Kurkure range
A visual brand language which helps defines a strong visual architecture for the brand and can be extended across communicaDon pla[orms Colors, tear and forceful product depicDon (shards)
Old New
Previous New
Final range
Solid MasD range Puffed Snack range Core Collets range
VISUAL BRAND LANGUAGE EXTENSIONS