Annapoorna
Expanding into Modern Trade and Global Markets
Omni channel campaign |Culinary Marketing
Omni channel campaign
Established in 1975, Annapoorna Masalas and Spices is a pioneer in the art of spice processing and packaging. Backed by a legacy of four decades and a repertoire of traditional recipes handed down over generations, Annapoorna Masalas and Spices are packed with fresh flavours and fondness.
The brand aimed to expand into modern trade and export markets while strengthening its current retail and distribution network. With this in mind, and understanding the brand's legacy, we proposed a comprehensive rebranding strategy to position Annapoorna as a modern yet authentic national brand.
Rebranding: The Taste That Brings People Together
Our approach centered around the idea that food brings people together, transcending age and regional differences. Recognising food as more than just sustenance, we aimed to highlight its role in creating emotional connections and celebrating cultural diversity.
We introduced refreshed packaging to mark a new chapter for the brand while honouring its heritage. This redesign was integral to our strategy and showcased characters from different regions and walks of life enjoying the process of cooking and eating together. This visual representation reinforced the message that Annapoorna's products are for everyone, celebrating the diversity of Indian cuisine. The new packaging, coupled with our slogan "The Taste That Unites," effectively communicated the essence of Annapoorna's mission — bringing people together through authentic regional flavours.
