How can gourmet snacks connect Indian diaspora to their South-Indian roots?
2024 | F&B
KALKANDU
THE LOCAL MOTIVE
The presence of Indian brands in internationally
renowned gourmet food department stores is largely missing. Especially Indian snacks, which are such a huge part of our culture, are effectively missing. Here is a Singaporean expat made,
home-born luxury snacking company that had big dreams. And we wanted to make them come true.
RESEARCH AND STRATEGY :
Positioning, Research, Local Walks, Visual Audit, Brand Strategy and Brand Architecture
DESIGN:
Nomenclature, Brand Copy, Identity System, Creative Direction, Visual Language and Photography
ACTIVATION:
Packaging, Social Media and Website
IMPACT
30%
Increase in engagement
on social media
50%
Increase in
customers or leads
Revenue Growth
30%
Increase in
repeat purchases
25%
Increase in
sales volume
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.
"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."
Sharan Sudhindra
Founder, Kalkandu
DESIGN PROBLEM
Founder Sharan Thandlam had built this brand as a way to introduce his grandmother's snacks to his son who was growing up in another country far from his homeland.
He then reached out to his grandmothers to to procure these family heirlooms.
Soon these snacks became such a hit with his friends that he started to take orders
and show up in Singapore's local flea markets and pop ups.
When we met him, Kalkandu had created a niche for itself in the Singapore. It was well loved and tried and tested. They were ready to tell their story with more confidence.
The design problem here was to create a design language which was familiar to the NRI indian but also created intrigue and projected South Indian luxury to new non-Indian audiences. This product was to sit comfortably on international design aisles of famous food halls of the world.
A brand that would put Indian snacks on the global food map.
BORN FROM OLD
CHENNAI SWEET SHOP
SIGNAGES
Our exploration delved into the iconic Chennai sweet shop signs: hand-painted textures, dramatic shadows, and striking 3D effects, heightened by statuesque serifs, always accompanied by the Tamil version beneath. It's from this essence that our logo emerged, forging a deep connection to our heritage and conjuring a sense of comfort and nostalgia.
The Strategy &
Research Journey
LOCAL partnered with Kalkandu to craft a research-driven strategy for introducing authentic South Indian snacks to NRIs in Southeast Asia. Our journey began with an in-depth market study, mapping consumer habits and cultural ties to traditional flavors. Through surveys and interviews, we uncovered key preferences, from taste to packaging needs. Insights shaped a product lineup balancing authenticity and modern appeal. We then built a brand narrative rooted in nostalgia, ensuring relevance across digital and retail spaces. By defining distribution channels and strategic partnerships, LOCAL positioned Kalkandu for lasting impact, bridging tradition and commerce in the hearts of South Indian expatriates.
INTERVIEW INSIGHTS
From the interviews, we discovered that customers deeply value the emotional connection to home, with nostalgic flavors like Mysore pak and chutney podi bringing back cherished childhood memories. They appreciate the freshness of small-batch production and seek healthier snack options without sacrificing taste. Thoughtful packaging, especially with handwritten notes, adds a heartfelt touch that resonates with buyers. The brand has become a beloved choice for gifting, allowing people to share a taste of home with loved ones, especially for festivals and family events, with high visual brand recall due to distinctive, culturally rooted branding.
World of Kalkandu
Step into a world where we’ve reimagined tradition — crafting vibrant characters through the timeless strokes of Tanjore art. But these aren’t just mythological figures; they are modern souls, living and breathing within the enchanting universe of Kalkandu. They carry the essence of southern stories, the echoes of childhood memories, and the rhythm of our music. Together, they form a beloved family portrait — a celebration of the people we hold close, the meals we share, and the rich cultural threads that bind us.
JUXTAPOSITION TO BRING OUT THE LUXE
South Indian luxury is defined by the opulent colours found in its materials, artistic expressions, and natural resources. The vibrant palette of Kalkandu draws its inspiration from the harmonious juxtaposition of these elements. The resplendent jewel and gold tones seen in Tanjore paintings come together with the striking colour combinations featured in Athangudi tiles adorning regal Chettiar residences. Together, they evoke the regal essence of South India that is true to its roots.
INSCRIPTIONS AND ARCHIVES
The British, Dutch and French colonies had deep roots in the South of India. This meant that bi-lingual signages have been common from Mysore to Udupi, Pondicherry to Tanjore. We were inspired by these examples. The craft of chiselled type in stone is another inspiration for the typefaces chosen for this brand.
THE KALKANDU MOTIFS
The rich tapestry of Kalkandu's motifs is a product of extensive exploration and visual research spanning the diverse landscapes of Southern India, from Thanjavur to Udupi, from Coorg to Alleppey. Our inspiration knows no bounds, drawing from the world of opulent woven designs adorning Kanjivaram sarees, to the captivating graphic patterns that grace heritage homes with Kolams, Athangudi tiles, ornate frames and wrought iron gates. Equally influential are the quaint street signs of Mithai shops and the delightful packaging that adorns their treats.
Thus, we have meticulously curated a library of graphics that can be seamlessly integrated across our brand, each contributing to the tapestry of India's cherished visual memories.
PACKAGING
BREAKDOWN
We wanted the packaging for Kalkandu to celebrate the rich heritage of South Indian culture through intricate illustrations, ornate borders and the color palette. Inspired by the layered patterns of Kanjivaram saris and Tanjore paintings, we aimed to honor their legacy with a contemporary flair. We reimagined the opulence of gold embroidery on silk through gold foiling set against an earthy cardboard backdrop, creating a contrast.
Photography
For Kalkandu, we designed the photography to reflect the brand’s deep connection to tradition and homegrown rituals. We used warm, natural lighting to create an inviting atmosphere, carefully balancing soft shadows to keep the visuals gentle and nostalgic. Each shot was composed to highlight the everyday moments that define the brand — a man in a veshti reading the paper,
a steaming cup of filter coffee, and classic snacks like murukku. The result is a visual language that feels familiar and comforting.
Social Media
Kalkandu's social media posts aimed to evoke a deep sense of nostalgia, fostering intrigue
and a profound reverence for the art of crafting Indian snacks and beverages, elevating it
to a luxurious daily experience. By weaving together rich storytelling, evocative imagery,
and thoughtful design, Kalkandu transforms these culinary traditions into luxurious rituals for modern living. The brand’s voice bridges the past and present, fostering a profound reverence for the meticulous artistry behind every recipe. It’s an invitation to slow down, savor the process, and experience everyday indulgence.
WEBSITE
The website of Kalkandu stands as the key gateway to our luxury brand, offering a meticulously curated initial brand experience. Through a fusion of brand storytelling, captivating imagery,
and a distinctive language, it ensures that users are wholly immersed in the enchanting world
of Kalkandu. Catering to a diverse audience that includes NRIs and foreigners, the website
adeptly communicates in a universal language while preserving the brand's authenticity.
