Dive-in to Differentiate

People love brands with a ‘Meaningful differentiation’

Mani Maligai

Facelift for the Oldest Super Market of Pollachi to
Attract Millennial Customers


The only second thing that any person in Pollachi would utter when asked what their town is famous for, is Mani Maligai (The first being coconuts). With a rich heritage of close to half a century, Mani Maligai is Pollachians’ go-to supermarket for all their household needs. The Supermarket had gained tons of loyal customers over the years that it had evolved as a brand by itself and needed a new visual identity to complete the circle of its branding journey.

The challenge was to give Mani Maligai a stunning visual facelift that appealed to both the brand’s loyal customers and it’s prospective millennial customers. We decided to give a timeless visual identity that’s both appealing to customers of all ages, and functional while used across various platforms and channels.

  • Brand Positioning
  • Branding
  • Brand Visual Language
  • Brand Identity
  • Package design
  • Brand Communication
  • Ad Campaign
  • Space design
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We blended creativity and functionality to give a timeless visual identity

We meticulously designed all the customer touchpoints, starting from the brand’s logo. The brand’s colour was chosen after elaborate brainstorming sessions, to make the brand easily recognizable. The package design was a pure play of adroit creativity and functionality where we made a few parts of the package transparent, in order to showcase the products’ authenticity.

Our design extended to highly functional space design, iconography, employee branding, customer loyalty cards and brand stationery design where we consistently appealed to the brand’s vision and heritage. All our designs were created to be functional, multi-platform and omnichannel. The whole branding was so versatile that any subsequent expansion in brand architecture would be a cake walk.

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The Impact

As a result, the brand attracted new generation shoppers and surprised loyal customers,
leading to a surge in sales.