background

Southern Delights is a range of classic savouries from the South, introduced by Haldiram’s as to audiences in Delhi and the rest of India.

problem

Haldiram’s enjoys immense trust as a maker of savouries. But because of their overwhelming presence in namkeens, these could get overlooked by North Indian consumers, and not recognised as authentic by south Indian consumers.

strategy

We identified the audience as ‘urbanisers’, relatively westernised families with up to date consumption habits, who yearn for authentic products made the traditional way. Our aim became to update the offering for Indian foody youth and families, to project southern authenticity in a manner that North Indian would notice and South Indians would recognise.

solution

Using regionally specific cues that North Indians would effortlessly associate with Southern traditions, the packs’ deep, rich hues recall the rich silks beloved of the South, and simultaneously cue quality.
The identity unit features a banana leaf, and evokes the lettering and naming style of the trusted local shop, now upgraded for the ‘city’. A quality mark is created from a ‘kolam’ pattern (traditional floor decoration). This visual pun would register specifically with Southern audiences as an exclusive signal.
Together, the pack makes the product look authentic and up to date at once.