Wednesday, 7 November 2012

Duke of Delhi on sale at Fortnum & Mason

Over the last year or so I've been working on the rebranding of Duke of Delhi, a fantastic range of Indian inspired snacks.
The Client came to Bright Green Brands with a range of biscuits, and with the name Duke of Delhi, though admitted that the current design wouldn't get him taken seriously by the kind of retailers he was aiming to approach - high end outlets such as Harvey Nichols, Selfridges and Fortnum & Mason.

I instantly fell in love with the name (as well as the biscuits) and saw great potential to help create a unique and distinctive brand.

While pondering on the new identity I wondered who the Duke of Delhi might be: Was he an Englishman in India, or an Indian in England? And how would he travel?

After deciding a horse-drawn royal carriage if in Britain and a royal elephant in India, I decided to put the two together, mixing the eccentricities of both cultures in one simple logo.

The identity was then applied to brightly printed card headers, plus we found a supplier of cellophane bags, a transparent and biodegradable alternative to plastic film.

After the initial rebrand of the biscuit packs, the client wanted to launch a new product - a Delhi Mix (think Bombay mix with a quirky flavour twist), packaged in 'tiffin-style' tins.

Well the good news is that Fortnum & Mason want to stock the Delhi Mix, and is on shelf this week! Very proud to see it go into just about the poshest shop there is!!

All in all a lovely job for a lovely client who appreciates and understands how design can help get you where you where you want to go.

(click images to enlarge)

Logo illustration: Vanessa Wright

1 comment:

  1. Anmol is the only Indian Biscuit Brand whose name is mentioned among those at the top in India. In a market captured by overseas brands, Anmol is the sole manufacturer to command prominence among the Biscuit lovers in India.