Strategic Brand Shift for Dinshaw's

Client: Dinshaw’s Dairy Foods Ltd.
Brand Strategy, Brand Architecture & Portfolio Rationalization, Brand Identity (Nomenclature + Visual Identity)
Design, Packaging Graphics, Detailed Brand and Packaging Design Guidelines Manual, Brand Collateral Design,
Retail Identity and Experience Design, Turnkey Planning and Execution of Ice Cream Parlours
©LokusDesignPvt.Ltd.,Pune,2020

Transforming a brand’s impression from affordable, traditional & ordinary to
aspirational, contemporary & high-quality…

Founded way back in 1933, Dinshaw's Dairy Foods is one of Central India's most iconic brands. As the brand
looked to scale its presence nationally, we partnered with it to transform its impression from regional,
affordable, and traditional, to contemporary and aspirational.
We anchored our strategy in the brand's commitment to the goodness of thought and action, and evolved a
robust packaging system to unify its rapidly growing portfolio spanning 5 product categories, 30+ sub-
categories, and 15 sub-brands while still maintaining the uniqueness of each.
Our design effort enabled Dinshaw’s to reinvent itself in a cluttered industry and leverage brand strength to
stop its products from competing at sub-category and product variant levels. It also helped the brand drive
efficiencies in marketing and packaging spends.

Strategic Brand Shift Workshop

Brand Architecture
Branded House
Family Brand:
House of Sub-brands
Endorsements:
House of Brands
House of Brands
All products carry
Brand name
Product weight =
Brand weight
Product weight >
Brand weight
Independent
Product brands
Same
identity
Different
Identity-
proposition based
Umbrella
as driver
Co-drivers
Strong
endorsement
Linked
name
Token
endorsement
Shadow
endorser
Not
connected
•  Generating effective consumer mindshare- from
affordable, traditional and ordinary to
aspirational, contemporary and high-quality
products (from association with taste/ flavour to
association with satisfaction/ fulfillment)
•  Higher impact achievable with appropriate
branding and marketing efforts
•  Consolidate product capabilities and streamline
existing categories while reducing dependency on
the mother brand for new categories
•  Leverages the Master Brand
•  Offers scope for development of each
Category Brand
1.  Dinshaw’s Brand would drive the mass market
(volume) products
2.  Sub-brands would be introduced to consolidate
product sub-categories based on relevant benefit/
value proposition for consumer age and lifestyle
(SEC) specific needs
3.  Endorsed brands for extended competencies,
Bakery and Frozen Foods to reduce dependency on
Mother brand
POSITIVE VALENCE SHARED VALUES
Commitment to “Goodness”
Good thoughts, Good words, Good
deeds
Benevolence, Hedonism
PURPOSE FUNDAMENTAL NEEDS
To make people feel cherished •  Stimulation
•  Love/ Connection
PROMISE/ MISSION
Devising pleasurable experiences
through high quality, innovative F&B
products
…drives
VISION
PERSONALITY
“Friend”
Warm, Cheerful, Lively
OFFERINGS
IDENTITYARCHITECTURE
Master Brand driven mass
products, Sub-brands for benefit
focused/ high growth sub-
categories, endorsement for
extended competencies
…drives
POSITIONING
Packaged Milk, VADPs, Ice
Creams, Bakery Products,
Frozen Foods
Dinshaw’s Brand Strategy Development
Brand Strategy + Architecture

1.  Taste
2.  Moments
3.  Excitement
4.  Fun/ Delight
1.  Variety
2.  Exotic/ Indulgence
3.  Lifestyle Value
1.  Purity
2.  Authenticity
3.  Nourishment
1.  Healthy
2.  Taste
3.  Freshness
1.  Taste
2.  Freshness
2.  Modern
3.  Variety
1.  Taste
2.  Excitement
3.  Fun/ Delight
2.  Modern
Ice-creams
FEEL GOOD +
LOOK GOOD
DOGOOD
FEELGOOD
LOOKGOOD
70% 30%
70% 30%
30% 70%
30% 70%
Milk & Milk
Products
DO GOOD +
FEEL GOOD
Bakery
Products
LOOK GOOD +
FEEL GOOD
Frozen
Foods
LOOK GOOD +
FEEL GOOD
Category Positioning
Portfolio Positioning
1.  Purity
2.  Authenticity
3.  Expertise/
Heritage
4.  Convenience
5.  Balance
6.  Nourishment
1.  Healthy
2.  Warmth
3.  Taste
4.  Freshness
5.  Moments
6.  Fun/ Delight
7.  Excitement
8.  Belonging
1.  Exotic/
Indulgence
2.  Lifestyle
Value
3.  Variety
4.  Modern
FEEL
GOOD
DO
GOOD
LOOK
GOOD

Portfolio Identity- Nomenclature + Visual Identities

©LokusDesignPvt.Ltd.,Pune,2018©LokusDesignPvt.Ltd.,Pune,2020

Stationery

Brand and Packaging Design Guidelines Manual

Packaging Graphics Design

Dinshaw’s Cream Studio: Turnkey Design: Planning, On-Site Execution, Project Management

Retail Communication Design

Point of Sale Branding

“Working with the Lokusdesign team has been a creative and a beautiful journey. We
collaborated with Lokusdesign to redefine and bring a sharper, more strategic focus to
Dinshaw's' brand strategy and architecture. This lead to a robust packaging design system
unifying Dinshaws diverse and rapidly growing portfolio. The new design has contributed to
Dinshaw leveraging its brand strength. To a certain extent, it has also helped in driving
efficiencies in the overall packaging spends. The team has the capacity to listen & observe
well before putting in their word. It provides a sense of working comfort, which is an absolute
must to deliver great work.”
- ZERVIN RANA, DIRECTOR, DINSHAW’S DAIRY FOODS LTD.

Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300

Strategic Brand Shift for Dinshaw's

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