REJUVENATING A LEGACY BRAND – FROM A SHOP SELLING MILK AND MILK BASED PRODUCTS TO A BRAND THAT TAKES PRIDE IS ITS LEGACY AND FOUR GENERATIONAL LEADERSHIP.
A 107-year-old company that started as a small dairy with a single can of milk in Princess Street, South Bombay in 1916 wanted its true spirit to reach the world. Having braved numerous challenges, they wished to build a brand for the future that both celebrated their past and told their story albeit in a fresh way.
Thinking Journey
Original Brief
Parsi Dairy Farm, an established, family run business wanted to begin afresh and was seeking a path to growth. They wished to understand current awareness, consumer perceptions and associations towards their brand / products and identify key triggers and barriers that drove / impeded growth, as well as map opportunity spaces within product categories that held the most promise. The idea as to use all these inputs into defining a brand story that was unique and bought in the much needed freshness to the brand that was ready to now go out to the world.
Defining Moment
Parsi Dairy Farm was a hands-down winner when it came to its products. It was always spoken about highly and most loyal consumers swore about their purity and quality which was core to what they had stood for over the years often reminiscing how Parsi Dairy Farm products were such an integral part of their childhood and early years.
The Strategic Intervention
We recommended that Parsi Dairy Farm stand for ‘Unchanging Wholesome Purity’ and position the brand around the idea of ‘Goodness, that tastes great’ In addition to positioning, we arrived at the Archetype for Parsi Dairy Farm which fed into the brand personality and design elements. The idea was to make a mental shift from making quality products to being part of the everyday delight in the consumers life. Often the best stories are not found outside, but rather hidden deep inside in what we do, who we are and what we believe in. As partners, It was our job to unearth these stories and give them meaning so as to help Parsi Dairy Farm shine brightly.
Business restructuring and culture alignment to driving brand led thinking and growth for a 107 year old single store company.
