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DY Works revitalizes Anmol Biscuits with a comprehensive re-brand

Kolkata based biscuits and foods major, Anmol Industries Ltd., has undergone a transformational rebrand assisted by strategic design and consultancy firm, DY Works.

With the aim of expanding market share and increasing their geographical footprint from eastern and northern India to a Pan India presence, Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design.

DY’s rebrand for Anmol Biscuits hinged on a broad strategy to make the brand more accessible, relevant and contemporary, leading to a higher consumer pull. Working closely with the Anmol team, DY created a tagline to position Anmol Biscuits as “Yours Tastefully,” to connect with the audience. A unified brand architecture was created that ensured consistency across the portfolio thereby positively impacting the brand equity, and allowing it to be seen as a strong national category player that is contemporary and resonates with the youth.

The breadth of work included a renewed brand identity, brand architecture, product packaging for the entire range of biscuits, cookies, cakes and rusks, visual design for their website, as well as extending the visual language on modern trade and general trade retail units.

“We wanted to make the Anmol brand much more modern, warm, approachable - by building on the friendly 'smile'. We started with an overall corporate branding revamp leading into clutter-breaking packaging not just at the master brand level, but at each sub-segment level too. We believe that this innovative design approach, the unique logo and excellent product quality will help Anmol stand out against competition”, said Abhijit Sanyal, President, DY Works.

“Based on consumer feedback and our own strategic vision, we have undergone a complete change of our logo and packaging to be seen as a young contemporary Indian brand, which is in line with the aspirations of the youth. The new Anmol logo is a reflection of Anmol’s values of spreading joy and warmth and has been designed to appeal to its core target audience”, said Ranendra Nath Ojha, Chief Marketing Officer, Anmol Industries Limited.

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