Licious unveils the new brand identity

The company will flaunt a new logo intended to convey the lusciousness associated with meat – the flavour, texture, and aroma of the eating experience. Today, Licious revealed a revamped brand identity. As part of the unveiling of its new identity, the brand will flaunt a new logo and colour palette that transcends the bounds of visual media to bring the experience of hearty meats to life.

Licious has catered to the refined tastes of Indian consumers with fresh, high-quality items, streamlined the meat-buying process with cutting-edge technology, and created an overall delight by revolutionising the way India experiences meat! In addition, empirical research suggests that brand identities should be updated every seven years. The identity transfer of Licious coincides with the band’s seventh anniversary.

According to Licious Vice President of Brands Santosh Hegde, “Licious was established by meat lovers for meat lovers. Customers are as much natural, breathing organisms as the brand. Thus, innovation and evolution are not merely relevant but indispensable to our journey. Licious has successfully altered the impression of quality, purchasing, and consumption associated with meats and seafood in India. As the movement’s torchbearers, we are responsible for upholding our ideals! Hence, the brand identity is refreshed.

The company is currently operating in a market in which the consumer, the category, and the competition are continually increasing, expanding, and causing one another to become obsolete. As the marketing VP revitalised brand identity and rebranding, the company will be able to stay one step ahead of this trend and set the path for future developments. Within the next few months, the organisation is planning to make investments in the production of assets across various consumer touchpoints. This will enable the creation of stories and narratives that will give the Licious of the future a more physical form.

A blend of smokey grey, hearty red, and creamy white, the logo is intended to animate the lusciousness associated with meat – the flavour, texture, and aroma of the eating experience. The logo and other visual aspects are primarily influenced by the fluid and luscious textures of meats, fish, and poultry. The patterns, which can be observed across all touchpoints of the brand’s relationship with its stakeholders, are subtle elements that enhance the system’s enjoyment.

The updated brand identity is reflected in the app, website, offline stores, packaging, messaging, and other branded assets. All graphics that constitute the brand’s hallmark are inspired by the appearance and shape of the logo.

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