2014 - 2023

Retail

MITHAI 1

/ ANAND SWEETS

REBRAND STRATEGY + BRAND REPOSITIONING + IDENTITY REFRESH + BRAND ARCHITECTURE - CATEGORIES _ PRODUCTS + PACKAGING STRUCTURAL DESIGN - PRIMARY _ SECONDARY + PACKAGING DESIGN SYSTEMS - INFORMATION _ IDENTITY _ EXPERIENCE + RETAIL STRATEGY + RETAIL BRAND IDENTITY + RETAIL EXPERIENCE DESIGN + BRAND IDENTITY EXTENSIONS

1/24

Transformation

< 2014 - 2018

Retail

15/25

Evolution

Brand Name + Brand Strategy + Identity Design + ReBranding + Translation to Retail Design

Anand Sweets & Savouries - The Taste of Royal India

Anand Sweets and
Savouries LLP.

Founded in 1988.

4 stores in Bangalore at the time of 1st Brand Intervention in 2012.

Category. Sweets & Savouries. Retail.

Market Segment. Premium.

Competition. Bangalore _ Kanti Sweets. Asha Sweet Centre. Shanti

Sweets. KC Das. Sangam Sweets. Bhagathram Sweets. Sri Venkateshwara

Sweetmeat Stall. Amrutha. Lal Sweets.

The Opportunity.
2012.

Leading the growth of Premium Sweets category in Bangalore.

Starting out in the premium shopping area of Bangalore, Commercial Street, Anand Sweets was a pioneer in creating and leading the premium Indian Sweets Retail market right from its start in 1988. Broadbasing the business to a range of high quality premium products across North India & South Indian sweets, savouries, chaat, snacks, bakery, North Indian QSR _ restaurants.

Anand Sweets & Savouries.

The Taste of Royal India.

2014 _ Basis this new brand essence, a refreshed logo + a contemporary packaging design range was the first major step the business took; a big shift for the category itself, from a local ‘Halwai’ _ Sweet Shop, to a premium mithai brand.

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Brand Intervention.
2012.

REBRAND STRATEGY + BRAND REPOSITIONING + BRAND IDENTITY

REFRESH + NEW PACKAGING DESIGN + BRAND IDENTITY EXTENSIONS

Anand 2.0 _ 2019.

The Opportunity.
2018 - 2020.

30+ years of legacy (unofficial favourite premium North and South Indian Sweets
and North Indian Foods in Bangalore); the goal now was to elevate the identity + packaging + retail experience; in sync with the fast changing / growing premium F&B market in Bangalore, India.

While the business showed strong promise of growth in premium segment, mithai as a category itself (towards 2018) was facing challenges with being ‘relevant to times’ with consumption of traditional sweets and savouries slowly reducing / declining. At best, sweets were bought _ used in traditional homes during festivals &or as ‘Mandatory Gifting’.

The Opportunity.

The branding and packaging design challenge in 2019 therefore was to uplift the status of Mithai (Anand Sweets) from being a ‘regift’ to bringing back the joy of giving a gift that’s worthy, and back on the guest serving table.

We attempted to capture the abundance _ yet simple ancient art form called Sanjhi as our brand expression. A new brand language _ a range of over 15+ categories x 100 products in this new premium packaging design system created for both the traditional and modern range.

FreshlyPacked _ Home + Gifting. PrePacked _ Online x Modern Trade x Exports.

Brand Intervention.
2018 - 2020.

BRAND ARCHITECTURE & NOMENCLATURE - CATEGORIES _ PRODUCTS + PACKAGING STRUCTURAL DESIGN - PRIMARY _ SECONDARY + PACKAGING DESIGN SYSTEMS - INFORMATION _ IDENTITY _ EXPERIENCE

*Featured Here.

Assorted Mithai Boxes _ multiple sizes. Dry Fruit Boxes. Exclusive Modern mithai range for celebrations & weddings.

Brand Intervention.
2018 - 2020.

RETAIL STRATEGY + RETAIL BRAND IDENTITY + RETAIL EXPERIENCE DESIGN

Large format Retail in Bangalore. Sakkare by Anand at Bangalore International Airport.

*Featured Here.

Special Edition Airport Retail product x packaging concepts. Heritage of Karnataka.

*Featured Here.

Festive Range _ Dusshera + Diwali 2019 - 2020.

Anand Specialities _ Mysore Pak. Ghevar. Pheni. North Indian +

South Indian Namkeen range +++

Indian Biscotti Range _ Badamika. Pistamika. Chocomika.

Anand 2.0 _ 2020 - 2022

The Opportunity.
2020 - 2022.

The Covid Years. The branding efforts were focussed on developing
new products x new channel _ core + extended product categories and
ranges x packaging initiatives.

Brand Intervention.  
2020 - 2022.

BRAND ARCHITECTURE & NOMENCLATURE - CATEGORIES _ PRODUCTS + PACKAGING STRUCTURAL DESIGN - PRIMARY _ SECONDARY + PACKAGING DESIGN SYSTEMS - INFORMATION _ IDENTITY _ EXPERIENCE

*Featured Here.

Pre-packed _ Long Shelf Life Sweets range _ Paper + Tins. Beverages.
Festive Range _ Dusshera + Diwali season 2&3. Christmas 2021. Gift Boxes.
Indian Bakery _ a sub brand for breads and biscuits and cookies.

Anand 3.0 _ 2022+

The Opportunity.
2023 Onwards

10+ exclusive retail stores in Bangalore and (expanding to Travel Retail) leading airports in India.

Looking at the next 5 year horizon, the brand packaging refresh was to further the leadership position Anand had successfully established as the most preferred Premium Mithai Retail and Gifting (individual + bulk) brand in Bangalore.

The aim was to refine the product x packaging experience to more artistic and

luxury space.

A finely crafted, culturally rooted experience;

Anand _ ‘a souvenir’ of India.

Brand Intervention.  
2023 Onwards.

BRAND ARCHITECTURE & NOMENCLATURE - CATEGORIES _ PRODUCTS

PACKAGING STRUCTURAL DESIGN - PRIMARY _ SECONDARY + PACKAGING DESIGN SYSTEMS - INFORMATION _ IDENTITY _ EXPERIENCE

*Featured Here.

Anand 3.0 _ Assorted Mithai Boxes _ multiple sizes. Dry Fruit Boxes. Gift Boxes.

Festive Range _ Dusshera 2024. 

Anand 3.0 Specialities _ Mysore Pak Trilogy Pack. Badam Halwa. Meetaz. Pheni.  Healthy Laddu range. Sugar Free range. North Indian + South Indian Namkeen.

Indian Bakery range. Indian Biscotti Range.

Hyperlocal + qcomm _ Takeaway + Delivery Packaging.