We created a simple, yet powerful brand mark that’s memorable, cheeky and lighthearted, playing as it does on the brand’s name. A small moment of joy, a cup of tea and a piece of cake – the perfect way to reinvigorate and revive for millions of Indians on a daily basis. It’s smiling face framed against the modernity of the white and silver background pattern cuts through the clutter of the busy market.
The brand shouldn’t take itself too seriously, rather play up the lighthearted nature of the name and the fact that the products are a small, affordable treat that brightens your day. We wanted to add character, personality and a contemporary brand voice in a category more focused on heritage and tradition.
To further expand the brands footprint we created the naming and visual concept for CAFE SELECT, a range of premium layered cakes that compliment the increasing coffee culture around large cities. Festivals also provide a welcome opportunity to showcase Winkies brighter side of life with special edition packs.
Outcome – Sales are up 250%+ and the brand is gradually going national from its base in Bengal. Furthermore, confidence in the brand is now so high two new factories have been commissioned in the South and West to meet the expected demand.
Winkies is cooking up the sweet taste of success.
Disciplines: Brand Strategy, Brand Identity, Image Creation, Packaging Design