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Codesign shares their journey of creating the new brand identity for Licious that captures perfectly the sensorial emotion of “love of meat”. Have a behind the scenes look into how the heartier, meatier and more delicious identity of Licious transpired.

ClientLicious

Requirements Brand Identity Design

Brand Identity of Licious
Before (L) & After (R)

The Brief

Born out of the love for meat, Licious was founded in 2015. Licious emerged as India’s largest tech-driven, direct-to-consumer fresh meat and seafood brand by focusing on product quality, freshness, and innovation. In 2021, it became the first D2C brand in India to achieve unicorn status in India. With an expansion of the fresh meats category, the Licious brand needed to distinguish itself from other players with a strong voice, while also launching new offerings and formats to serve broader consumer needs.

Brand Identity of Licious
Colours
Brand Identity of Licious
Icons

Key Requirements

The brand identity must

  1. Capture an emotional mind space.
  2. Evoke the sensorial emotion of “love of meat”.
  3. Instil trust in freshness and quality.
  4. Unify core brand recall across the rapidly growing portfolio of products.
Brand Identity of Licious
Type
Brand Identity of Licious
Carry Bag

The Problem

With a rapidly expanding portfolio, it was critical for the Licious brand to distinguish itself from other players in the category by developing a distinct identity while also launching new offerings and formats to meet broader consumer needs. It was critical to unify core brand recall across new categories while also allowing for careful adaptation for different contexts.

Packaging Elements

The Strategy

Codesign’s partnership with Licious to refresh the brand identity was aimed at two key, interconnected objectives

Brand Identity of Licious
Badges

Capturing an emotional mind space for the brand

 

Make it Licious – Create authentic and ownable brand expressiveness that evokes the sensorial emotion of ‘love for meat’ while adhering to category codes of freshness and quality. The aim was to strengthen the brand’s connection to deliciousness and passion for food.

App Icon
Social Posts

Strengthen brand recall alongside brand growth


Always Licious –
Unify core brand recall across the rapidly growing portfolio, while allowing for thoughtful adaptation for different contexts (formats, content, packaging & more).

Packaging Elements
Apron & T-shirt

The Approach

The New Flavour of Licious

The brand’s inherent gastronomic passion is brought to life by the identity refresh, which is served with affable quirk. It’s heartier, meatier, and more flavorful, boosting brand ownership and recall. A warm and friendly family of brand assets lends a natural good-natured and fun-loving tonality to the brand. Carefully crafted cues instil trust in freshness and quality, which is critical for the category. Guidelines and usage principles enable consistently delightful implementation across diverse touchpoints—from online experiences to offline retail—to create a very Licious universe.

Plate Design

The Design

Licious is now heartier, meatier and more flavourful! The updated colour palette combines appetising, rich tones of red, grey, and warm white to create a unique combination. While the smile from the previous iteration remains, the wordmark has been redrawn to represent a delicious flow with meatier weight and warm, handcrafted details. The brand font complements other brand assets with its fullness and warmth, and goes well with the brand’s witty, light-hearted tone. The handcrafted juicy quirks of the wordmark also serve as inspiration for the distinct icon and illustration styling, which features thick-thin lines and spontaneous strokes in brand colours.

Brand Identity of Licious
CURRENT ISSUE
Creative Gaga - Issue 55

 

To meet the ever-changing demands of the Indian urban homes to be in-sync with the contemporary trends and lifestyles, Godrej is launching its new design brand Script outlined by Codesign.

The Challenge

The script is a new brand by Godrej & Boyce, offering contemporary furniture & decor accessories across mass-premium, urban markets in India.

 

Urban home living today throws up a new set of challenges via changing social behaviour, space availability, family structures, aspirations and global exposure to design and lifestyle. This necessitated a re-imagination of furniture—from lifestyles that adapt to established forms of furniture, to furniture that responds and adapts to activities & behaviour. Urban India as we know it, is changing—with people trying to find more meaning and relevance in everything they do, from food to fashion, work & mobility, it’s the time of new living.

The Script Project
The Script Project

The Solution

Contemporary India’s active pursuit of an openness to change formed the premise of design thinking for Script products & services. Codesign was commissioned in the early days of product development, to work in close collaboration with the internal project team, to identify & articulate the core brand idea and create a visual identity system through audios and visuals for the new brand.

The Script Project
The Script Project

Framing the Brand Narrative

‘Design for New Living’ is the soul of the Script brand, capturing the urban zeitgeist and acting as the north star for brand content—embedding a clear point-of-view within all communication.. ‘Design’ denotes the design-led approach of the brand, cueing both the purpose-built capability and higher aesthetic quotient and craftsmanship of the brand. ‘New Living’ denotes new practices or ways of living, that answer to challenges and aspirations of contemporary living.

The Script Project
The Script Project

Creating a Visual Vocabulary

The visual vocabulary for Script establishes an instantly recognizable and distinct aesthetic for the brand using fresh playful design elements in a cohesive and graphical play, evoking the core sense of newness & change.

 

The brand logo is a simple, sophisticated mark, that exudes warmth while standing out with its geometric construction. Derived from the logo, four Graphic Elements (the bar, bend, ring & half ring) open up a whole ecosystem of activity and play for the design language—cueing the smart agility & adaptability of the products.

The Script Project
The Script Project

The primary palette of Script, black & white provides a simple, yet bold canvas, to allow a variable colour play that is theme/product focussed and allows diverse storytelling about products and experience ecosystems.

 

Generously paced layouts and flexible grids allow for a simple but striking display of content. Photography guidelines set the framework for a distinct staging of product & settings that allow clear emphasis on functionality & form, and through consistency also build stronger brand recall.

Identity in Motion

On-screen, the visual vocabulary of the Script comes alive through audio-visual expressions with a characteristic motion—the Shift. Rhythmic & bold, the Shift moves with consistent pace and ease, to unveil new content and settings. The Shift moves on a simple grid across screens, allowing for greater consistency, while varying in orientation and scale.

The Script Project

The Logo signature uses only the characteristic Shift behaviour to decisively mark the beginning or end of branded content. While other elements in on-screen communication also use the Shift behaviour to move, its use in the logo signature reiterates brand presence through its starkness and simplicity.

The Script Project

The Graphic Elements inherit the Shift as the characteristic transition device and are designed for use both as single units and gridded patterns. A secondary expression of the Graphic Elements was designed to mark occasional communication, like a new season, range etc and uses 3-dimensional avatars of the elements with relevant surface treatments, suspended with gentle motion in space.

The Script Project

The Sound of New Living

The sonic identity of the brand celebrates the decisive motion of the Shift motion behaviour. Global, contemporary and agile—the master soundscape has multiple layers grounded in a base staccato string that complement the pace of motion. The instrumental character of the soundscape is balanced with an electronic undertone and harp-like sounds to infuse lightness and fluidity. The combination of diverse sounds within the composition evokes the diversity and adaptability of the brand products and appeals to a contemporary, global sensibility. The sound logo is a distilled essence of the soundscape and emphasises the bold pace of the logo signature animation as a stand-alone marker of a brand.

The Script Project
The Script Project

And The Result

Script marks the entry of the Godrej group into a new segment that is sharply differentiated from their established budget furniture brand Interio. It addresses emerging needs of contemporary lifestyle & home spaces and delivers solutions backed by Godrej’s intrinsic culture of design & manufacturing innovation. The freshness of the solution strategically enables a brand name as established as Godrej to reconnect with newer urban audiences and stand apart from its existing offering in the budget segment.

The Script Project

Client: Godrej & Boyce
Branding & Identity Design: Codesign
Moton & Sonic Design Partner: Addikt
Image Credits: All brand images & footage, courtesy Script.

The Script Project
CURRENT ISSUE
Creative Gaga - Issue 55