- Weikfield Foods is ready with its new brand identity with a promise of ‘Giving life to life’s little celebrations’.
- According to the company, the new brand identity is a more modern, dynamic take on the existing identity with a sharper, cleaner, and a sleeker look that takes a step up towards a younger vibrant persona.
Weikfield Foods is ready with its new brand identity as a comprehensive repositioning strategy. The company announced its new initiative of a complete refresh of its identity with a promise of ‘Giving life to life’s little celebrations’. The chief executive officer of Weikfield Foods Dipy S Sachdev responded that Weikfield born in 1956 has gone from strength to strength over the last six decades. They have always focused on making new additions to their portfolio over the years to cater to the changing tastes.
Therefore, the main idea behind the change is to set the Weikfield brand up for the same because of which after 64 years they decided to refresh and have this makeover, he added. The new avatar of Weikfield represents an evolution form their illustrious lineage bridging the past with the future. Even though they have changed on outside, Weikfield emphasis that their core values on real taste and great quality remain unchanged.
The new brand identity is a more modern, dynamic take on the existing identity with a sharper, cleaner, and a sleeker look that takes a step up towards a younger vibrant persona, according to the company. The new identity with its logo typeface of the packaging, colours, and stylized fonts aims to make Weikfield relevant to the current times and brand of choice for all the generations. The founding partner of The Design People (the agency responsible for developing the new logo) Sachith said that they had to rev-up the identity of an extremely successful brand with a very well-recognised logo to increase its relevance in current times.
He also added to the point that their main challenge was to create a cohesive design language that will reflect and international and premium imagery resonating with a younger audience without alienating the brand’s core user group.