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People love brands with a ‘Meaningful differentiation’

Aswins Sweets

From Beloved to Iconic: Rebranding
Success of a Sweets Brand

THE NEED

Elevating Brand Legacy

Aswins, a beloved and trusted household name in many districts of Tamil Nadu with over 30 outlets, has been delighting customers with their authentic South Indian traditional sweets and savories for two decades. Seeking to elevate their brand perception, they embarked on a transformative journey to establish themselves as a larger and more influential brand.

What we did ?
  • Brand Positioning
  • Branding
  • Brand Visual Language
  • Brand Packaging
  • Brand Communication

VERBAL BRAND POSITIONING

Authentic Taste, Homely Tradition

During our visit to their factory, we discovered that Aswins refrains from reusing oil and employs a traditional hand-pounding method for flour preparation, resulting in authentic and homely-tasting sweets and savories as they proudly claim. Taking this homely element as the brand narrative, we developed the taglines "Housefull of Happiness” and “உள்ளம் விரும்பும் சுவைகளில் இல்லம்," encapsulating the essence of their brand.

VISUAL BRAND POSITIONING

Home, the Symbol of Authenticity

We effectively conveyed the brand narrative through a minimalist logo design, capturing the essence of the brand in a visual form. The strategic use of blank spaces in the package design added an air of exclusivity and sophistication, elevating the brand's perceived value and appeal.

Portfolio Image
Portfolio Image
Portfolio Image

THE IMPACT

New Heights in Festive Sales

The rebranding efforts of Aswins yielded exceptional results, expanding their reach and enhancing visibility. During the Diwali festive season, the brand experienced a remarkable surge in sales, solidifying its position as a preferred choice for delectable sweets and savories.