Narasu's
From Beans to Breakfast: Narasus Enters
the Morning Aisle
THE NEED
Reviving Tradition: Narasus Expands into South Indian Breakfasts
A name synonymous with legacy, Narasus – a century-strong coffee brand ventured into the ready-to-cook breakfast aisle with its wholesome Varagu Ven Pongal. The challenge? To seamlessly extend Narasus’ deeply rooted trust from coffee into breakfast, while creating strong shelf presence amidst a competitive and convenience-driven category.
What we did ?
- Brand Packaging
VISUAL BRAND POSITIONING
Evoking the Soul of a South Indian Morning
Our design strategy paid homage to the authenticity of a traditional Tamil kitchen, where the aroma of Pongal marks the start of a nourishing day. Drawing from earthy tones, brass utensils, and banana leaves, the visual identity sparked instant nostalgia rooted in South Indian mornings.
To appeal to the modern health-conscious consumer, we placed the texture and warmth of the millet-based Pongal at the heart of the design. This thoughtful blend of heritage and wholesome appeal positioned Varagu Ven Pongal as both comforting and contemporary.
THE IMPACT
From Shelf to Soul: Narasus Finds New Mornings
The packaging design brought the product to life, triggering both trust and temptation at first glance. Consumers resonated with the rooted aesthetic, and the product witnessed a strong pickup in early retail cycles. The client’s confidence was reaffirmed, as Narasus successfully carved a space in South Indian breakfast rituals.