The creation of a new brand identity for Kohinoor flagship Basmati Rice brand. The identity was developed based on consumer feedback of the previous brand marque which clearly identified it’s dated character in comparison to the leaders in the UK food sector.
A fresher, unique letterform has been created to reflect taste and flavour cues whilst retaining the diamond symbol and underline from the previous marque. The essence of 'authentic India' is reflected in the packaging design range with clear variant communication created for the UK and markets outside India.
Brand Identity, Packaging