By A Correspondent

Kolkata-based biscuits and foods major Anmol Industries Ltd has undertaken a rebrand exercise led by strategic design and consultancy firm, DY Works. With the aim of expanding market share and increasing its geographical footprint from eastern and northern India to a pan-India presence, Anmol roped in DY Works to carry out a complete rejuvenation of the brand architecture and visual design.

Abhijit Sanyal

Said Abhijit Sanyal, President, DY Works: “We wanted to make the Anmol brand much more modern, warm, approachable – by building on the friendly ‘smile’. We started with an overall corporate branding revamp leading into clutter-breaking packaging not just at the master brand level, but at each sub-segment level too. We believe that this innovative design approach, the unique logo and excellent product quality will help Anmol stand out against competition.”

Added Ranendra Nath Ojha, Chief Marketing Officer, Anmol Industries: “Based on consumer feedback and our own strategic vision, we have undergone a complete change of our logo and packaging to be seen as a young contemporary Indian brand, which is in line with the aspirations of the youth. The new Anmol logo is a reflection of Anmol’s values of spreading joy and warmth and has been designed to appeal to its core target audience.”