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TheHardCopy Newsletter

IN THIS ISSUE

Case Study: iD’s Batter Way of Doing Business

MJ Prompts for an Indian Brand

Elephant Rebrands Campa Cola

Pepsi Announces New Identity

Ads of the Week: Dream 11 and Exide

Hello

Today is World Idli Day.

So what could be more fitting than a case study on iD Fresh Foods?

iD is a remarkable company.

It is hard to preserve a culture of innovation as you scale, but iD has stuck to its guns. Read this insightful story where Gowri N Kishore speaks to iD CMO, Rahul Gandhi, about the design innovations that have powered the company’s journey.

For everyone who wrote in after last week’s story on How to Grow a Brand with ChatGPT, asking for the detailed Midjourney prompts, Anoopa John generously shares her entire experience in this very useful story.

I know what I’m having for breakfast today. I hope you’re feeling inspired too.

Meeta

Founder, The Hard Copy

Case Study: iD’s Batter Way of Doing Business

What It’s About

Founded in 2005 by PC Musthafa and his four cousins in a 50 sq.ft. kitchen in Bangalore, iD now clocks Rs. 600 crores in annual revenue, is profitable, and has a 70% market share.

iD’s journey is marked by design innovations.

For example, they adapted pastry sheet machinery from Greece to make flaky, layered Kerala parotas at scale. They also launched triangular, homestyle wheat parathas, but noticed that with traditional packaging, the paratha corners were breaking off. To deliver the parathas intact, they changed their packaging to sealed triangles.

Gowri N Kishore speaks to Rahul Gandhi, CMO, iD Fresh Food and gets all the details on how iD is able to innovate continually.

Read the case study

(7 MIN READ)

Midjourney Prompts for an Indian Brand

It took THC’s Anoopa John more than 20 prompts to create this billboard for the story on a fictitious athlesuire brand that we ran last week.

She says that working with Indian models was particularly difficult.

Lots of you wrote in asking for details of the prompts. And as always, we’re committed to sharing anything that could be useful for you.

Get the details

(10 MIN READ)

Elephant Design Rebrands Campa Cola

In 2022, Reliance bought the brand Campa Cola from Pure Foods for just Rs. 22 crore.

The soda brand, which is sure to evoke nostalgia in a cerain generation, just launched in a new avatar developed by Elephant Design.

While other contenders like Branson’s Virgin Cola, have failed to wrest marketshare from Pepsi and Coke, this is the first time the global giants are up against a formidable, national competitor.

REBRAND: PEPSI

Pepsi has changed its visual identity after 2008.

It does feel like the new logo, developed inhouse by Creative Director David Schwen and his team, is inspired by Jerome Gould’s 1969 version.

For the first time, there is black in the logo, ostensibly a subtle cue drawn from the low-sugar variant.

Ads of the Week: Dream 11 & Exide

We know you’ve seen and loved the rib-tickling Dream 11 ad where an all-star cast of actors and cricketers take digs at each other. Created by Tilt, we think the ad uses celebs the way they should be used: to entertain.

Our second pick is this visual treat of a film from Exide. It features montages executed in a number of nicely-blended Indian folk art styles – from Bastar to Madhubani, Gond to Kalamkari, and many more.

The ethno-fusion background score provides a foot-tapping accompaniment.

Created by Wunderman Thompson SouthAsia, for Exide Batteries

Watch here

Shaadi.com founder Anupam Mittal doing a
Travolta-like gig in a superhero costume

You’re all caught up with this week’s updates on brand and design. Here is the link to our main story again

Case Study: iD Fresh Foods

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Every Thursday, we’ll send you an update of all that is noteworthy in brand and design in India and around the world. A few minutes and you’ll be caught up.

Subscribe for Free