Kalkandu
2023
Launch Girls
What we did:
-
Branding Strategy
Brand Identity + Elements
-
Website
BRIEF
Kalkandu is a Singapore based luxury South Indian Snack brand meant for the Indian Diaspora
SOLUTION
We crafted a new world for the people who may one day call Avās home, one where luxury and tech meet wellness and nature. A world that sits proudly as an abundant baugh (garden) of its own, or as we like to call it The Baugh of Wonders.
THE RESEARCH
For inspiration, we immersed ourselves into the unique world of Alibaug. Through conversations with locals, we learned about everything from the flora and fauna to the region’s diverse Konkani, Marathi and Jewish heritage.
HOW WE LOCALISED
LOCAL came in to define a new category of luxury sweets and snacks specifically for the non Indian, NRI and expat population. It was a unique brief that made us delve into personal histories of families of the south and weave out a storytelling and narrative that was inspired by Tanjore paintings, little moments of nostalgia and focus on craftsmanship in the culinary experience.
Long after they've left, those who loved us tend to live on in old photographs, passed-on smiles, heirloom kanjeevarams and in our fleeting memories of places we frequented together. But it takes just a whiff of a dish they used to cook for you to bring them home. Because people who cook with love exist forever through the food they made for us.
GRAPHIC STYLE AND IcoNOGRPAHY
Brief copy about Tanjavore paintings and evolution of the icons and graphics from the same
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THE WORLD OF KALKANDU
A brief note on the pattis, the dansuse and the thalaiva.... talking briefly about the illustration style
Packaging and Unboxing Experience
A brief note about packaging materials and the packaging design
PHOTOGRAPHY AND CREATIVE DIRECTION
Concept note for photography and creative direction
Website Design and Social Media
![phone_14_01 [Converted]-01.png](https://static.wixstatic.com/media/52a12b_9f266658b82e4cf58d302ee303a46474~mv2.png/v1/crop/x_255,y_79,w_1519,h_1982/fill/w_525,h_685,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/phone_14_01%20%5BConverted%5D-01.png)
25%
IMPACT
30%
Increase in engagement on
social media
50%
Increase in
customers or
leads
Revenue Growth
30%
Increase in
repeat purchases
Increase in
sales volume
"Local understands brands and their founders. They make an active effort to know you and to understand what you stand for. Its a journey that founders and brands must embark on. Would I recommend them? Absolutely.
Kalkandu was seen as a fringe, hipster friendly and boutique brand. We've moved on from there to become an aspirational and luxury snacking company. We're probably one of the only if not the only South-Indian gourmet snacks and beverages company out there right now since the rebranding."
Sales volume surged by 25%, while repeat purchases climbed by 30%, reflecting renewed loyalty to the brand’s artisanal offerings.
On social media, engagement soared by 30%, turning followers into an active community. Most notably, the brand’s reach expanded, with a 50% increase in leads and new customers.
By tying design to cultural roots
and elevating the brand narrative, the rebranding transformed Kalkandu
into a vibrant, thriving brand that
resonates with tradition and modern sensibilities alike.
Sharan Sudhindra
Founder, Kalkandu
25%
IMPACT
30%
Increase in engagement on
social media
50%
Increase in
customers or
leads
Revenue Growth
30%
Increase in
repeat purchases
Increase in
sales volume
"Local understands brands and their founders. They make an active effort to know you and to understand what you stand for. Its a journey that founders and brands must embark on. Would I recommend them? Absolutely.
Kalkandu was seen as a fringe, hipster friendly and boutique brand. We've moved on from there to become an aspirational and luxury snacking company. We're probably one of the only if not the only South-Indian gourmet snacks and beverages company out there right now since the rebranding."
Sales volume surged by 25%, while repeat purchases climbed by 30%, reflecting renewed loyalty to the brand’s artisanal offerings.
On social media, engagement soared by 30%, turning followers into an active community. Most notably, the brand’s reach expanded, with a 50% increase in leads and new customers.
By tying design to cultural roots
and elevating the brand narrative, the rebranding transformed Kalkandu
into a vibrant, thriving brand that
resonates with tradition and modern sensibilities alike.
Sharan Sudhindra
Founder, Kalkandu