India based The Neon Project has undertaken a redesign for a successful premium Indian rice brand Gold Seal Indus Valley.

“Gold Seal Indus Valley (GSIV), a successful premium basmati rice brand from the house of Hindustan Unilever Limited, was first launched in the GCC countries in 1986. The brand stood strong as a premium offering, rooted in its Indian origin and superior taste, and had a long-term vision of expanding into other international markets.”

The Challenge:

While GSIV was a success in GCC markets, the overall brand mix was not aligned with its future vision. Not only was the product name quite a mouthful, the term ‘Indus’ that stands at the core of the brand proved to be quite unfamiliar to a majority of Indian homemakers.

GSIV wanted to be accepted as a genuine, time-tested, heritage brand that sourced only the most authentic basmati rice and unfailingly delivered a superior taste to its new-age consumers.

It was in urgent need of a rebranding effort that would develop a credible story, simplify its essence and cut through the influx of brands in the Indian market.

The Strategy: