Changing food and expectations
The 2007 Pixar film, Ratatouille brought us the message, “Anyone can cook”. A decade later, in the age of MasterChef and #foodporn this has never been truer. Godrej Nature’s Basket’s (GNB) is the pioneer of premium, world food offerings in India. From a single store in Mumbai in 2005, GNB now holds an omni-channel retail presence with their online portal and mobile application. Backed by the Godrej promise of quality products and trusted service, GNB has come a long way to become the go-to destination for gourmet grocery in India.
While GNB continued to grow, the need emerged to make a quantum leap and expand further. In 2017, consulting firm, Bain & Company was bought in to transform the business strategy and support this need. It was found that GNB’s current positioning “World Food Store” was limiting growth, and in a crowded marketplace, the need to stay relevant while staying differentiated from the hoi polloi of conventional supermarkets was stronger than ever. How does a food retail brand advocate that a relationship with food can be delightful & differentiated, every day, with every meal?
Food Retail, reimagined.
Landor was hired to align the brand with the business, translate the new strategy into action; action that could be seen, felt and experienced across GNB stores and touchpoints.
A core objective of the strategy, that Landor helped embody and achieve was to move GNB from an occasional to an everyday go-to store. The new proposition helps achieve multiple objectives of the business strategy, primarily, an increase customer traffic, stickiness and retention along with an enhanced customer experience. Our new brand proposition – Daily Food Delights infuses excitement into everyday meals, and makes cooking a delightful experience for everyone whether you’re a home cook, a gourmet enthusiast or a kitchen pro.
Landor refreshed the brand’s identity, visual expression, in-store design language and its private label penetration to help it stay true to its mission of making food inspiring, exciting, and accessible to everyone. The brand refresh was engineered to support GNB’s business transformation, while achieving key tenets of the newly laid out business strategy.
GNB’s new brand proposition and positioning is blended into our new identity, giving the brand a reassuring, insightful and passionate personality; being the friendly expert who is inspiring at all times. The identity is extended across key applications for GNB.
Food, like art, should be boundless. We set the visual language free with a bright color palette complemented with enticing food photography which allows the brand to straddle across different levels of communication, from simple to expressive. The new identity, and brand proposition Daily Food Delights can be seen across key touchpoints, both strategic and tactical. Wayfinding signage engineered to highlight new or low footfall sections, creatives that signal price points and evoke a clear brand promise of fresh food always, enhanced the retail experience.
Another ingredient at the core of Landor’s visual language for GNB is food photography. Whether your meal is a quick fix, or an epicurean dinner, a colorful food universe with endless possibilities and combinations will greet you at GNB.
Totally worth checking out
Landor’s reimagined food retail experience is rolling out to stores across India, and into your neighbourhood. Go on, hit a GNB store, grab some Daily Food Delights, and try something new!
To learn more about Godrej Nature’s Basket, head to its website.
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