“The brand has simplified the meat buying process by deploying technology. Additionally, empirical data suggests the need to refresh brand identities every 7 years. Licious’s identity transition coincides with its 7th anniversary,” said the company.
According to Santosh Hegde, vice president, brands, Licious, “We exist in a marketplace where the consumer, category & competition is constantly evolving, expanding, and disrupting. Our refreshed brand identity will enable us to not just stay ahead of this curve but carve out the path ahead. In the coming months, we will invest in creating properties across multiple consumer touch points.”
“A combination of smoky grey, hearty red and creamy white, the logo is designed to enliven the lusciousness that one associates with meat with reference to the taste, texture and aroma of the consumption experience. The logo and other visual elements depict the juicy textures of meats, seafood, and poultry products. The patterns, across all touchpoints of the brand’s interaction with its stakeholders, are subtle details that bring delight to the system,” he added.
The new brand identity is visible on its app, website, offline stores, packaging, communications, and all branded assets.
Since its inception in 2015, the Bengaluru-based company has adopted 100% traceable and sustainable sourcing practices, creating quality benchmarks for the industry. It is also the largest D2C brand from India to be certified with FSSC22000. It is also the first company in the segment to take a pledge towards achieving complete ESG compliance and is present across 27 Indian cities delivering over 2 million orders every month.