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How Licious Transformed Its Brand to Ignite Passion for Meat 🍖
See how Licious transformed its brand for greater impact and customer connection.
jeremiah jeberson
August 02, 2024
Hi There,
Welcome to the inaugural issue of Marketing Thrive! We’re excited to kick things off with a deep dive into a bold and strategic rebranding that’s been making waves in the industry.
Licious: Rebranding for the Love of Meat
Licious, the trailblazing meat brand, recently underwent a rebranding that goes beyond function to embrace a richer, more passionate identity. Known for setting new standards in India’s meat ecosystem, Licious has evolved its brand to reflect its expansive growth and deep love for good food.
From Functional to Passionate
When Licious launched in 2015, it set out to revolutionize how meat was perceived in India. Fast forward to 2022, the company had become a D2C unicorn, with a revenue of ₹1,000 crores, and delivering 2.5 million orders monthly across 28 cities. As they expanded into new categories like spreads, masalas, and even plant-based meats, it was time for the brand’s identity to evolve.
The Three Words That Changed Everything
To capture Licious’s new essence, the team distilled the brand’s personality into three words: Hearty, Gregarious, Gastronaut (HGG). These words drove the rebranding effort, influencing everything from the logo to packaging.
“Brand assets build deeply entrenched memory structures that consumers hold dear. Our packaging design that features our consumers in their moment of indulgence, holds a special place in the consumers’ minds. Balancing the progression from the current design, while retaining the essence of the idea was quite the challenge.”
A Fresh Look with Authenticity at Its Core
Logo: The new logo, redesigned in a handcrafted style, emphasizes warmth and authenticity, moving away from the digital, symmetrical design of the past.
The old and new Licious logo. The name and old logo developed by Adi & Co. New logo designed by Codesign
Color Palette: Inspired by the natural hues of meat and cooking, the palette now features a rich, deep pink, smoky grey, and a warm cream, replacing the colder red, black, and white.
The new colour palette is closer to sensorial food cues
Packaging: Fluid strokes and transparent fronts on retail packs showcase the freshness of the product, enhancing customer trust and appeal.
The new icon and illustration style has more fluid strokes in keeping with the overall identity
App & Photography: The Licious app and product photography were also updated to reflect the new identity, making the brand feel more organic and connected to its roots.
The Campaign That Brought It All Together
Licious’s first post-rebrand campaign featured Anil Kapoor and Arjun Kapoor, highlighting the joy of cooking and sharing meat with loved ones. The campaign, created with Tilt, resonated with Licious’s HGG personality, adding authenticity and warmth to the brand.
The Impact: More Than Just a New Look
This rebranding was not just a cosmetic change; it shifted customer perception and brand trajectory. Licious’s “Willingness to Pay Premium” metric saw a significant increase, proving that the brand’s new identity struck a chord with its audience.
Marketing Thrive Takeaway
Licious’s rebranding journey teaches us that evolution doesn’t always require a revolution. Subtle, thoughtful changes can create a profound impact, aligning a brand more closely with its true essence and driving stronger customer connections.
Stay Tuned for More
That’s it for this week Tuesday’s edition of Marketing Thrive! We’ll be back on Friday with more actionable strategies, expert tips, and success stories to fuel your marketing journey.
If you have any questions or feedback, feel free to reply to this email. We’d love to hear from you!
Until then, keep thriving!
Best regards,
The Marketing Thrive Team