Elephant bags ReBrand Global Merit Award for Venky's Nutrition portfolio

Venky’s Nutrition scores as the only Indian brand in 2013 ReBrand 100 Global Awards, USA. Strategic Design Consultancy Elephant has won the “Merit” listing for their work in bringing path breaking clarity in brand architecture to create user-friendly portfolio for a developing category.

“Our big ideas was to empower the user” says Partho Guha, Co-founder Director Elephant. “Sports nutrition is highly specialized and users do not feel confident or knowledgeable, as they are not aware of specific benefits from specific products. We wanted to demystify the black jars.” adds Mayuri Nikumbh, Principal, Packaging Design practice at Elephant.

The entire product portfolio was segmented into need and benefit based offerings of Build, Recover and Energize. This was a major breakthrough in terms of user-friendliness within category. ‘Venky’s Nutrition’ sub-brand was created to align with international standards as well as create distinction and credibility of the expertise within category. A unified visual language was devised for packaging with each of the three offerings having distinct codes. 

Sahil Khan, National Business Manager, Venky’s Nutrition says, “We are quite pleased that the new system and packaging has generated positive response and acceptance from dealers, retailers and end users. There has been improvement in sales by almost 30% in first 3 months itself. New branding has also enabled us to increase awareness and recall effectively at various sports events and engagements by our group. “ It may be noted that Mumbai Heroes team wears Venky’s Nutrition jersey at the ongoing Celebrity Cricket League.

ReBrand 100 Global awards recognize the best in rebranding exercises from around the world that effectively meet its strategic goals, while maintaining strong loyalty among its consumers, and is open to global organizations, large corporations, small businesses, accomplished entrepreneurs and nonprofit organizations from around the world. The 2013 received entries from 33 countries across 35 industries.

With 23 years of experience as a multi-disciplinary design consultancy, other practices at Elephant include Product Design, Retail and Branded Environments, Brand Strategy and Communication, Corporate Identity and Innovation Consulting. Elephant has presence in India & Singapore.