Case study for Taezee Premium Kulfi by Branding and Marketing Agency

ABOUT THE BRAND

Taezee is based in Singapore and registered in Dubai, Malaysia, Singapore, and India. India is the leading exporter of this brand and they have very concrete plans for future expansion. They are planning to expand in Gulf and Asian countries. With our branding and marketing agency, Taezee has come with a very optimistic and dynamic approach for its brand.

Taezee is into premium kulfis and has categorized it under kulfis, slices, and pot kulfi in various sizes. They wanted to produce such kind of a product which had an authentic Indian approach with a modern touch.

They are coming up with an array of drooling and dynamic 16 flavours which are so unique to indulge. Flavours such as Chikki Noga, Black Currant, Pan Masala, Tutti Fruity, etc. Not only this, but they are also coming up with pot kulfi which is also commonly known as Matka Kulfi with a very different packaging. These might sound to be a bit common for the Indian audience, but for the international crowd and also the Indians who have settled over there will find it very unique and delicious.

They are also looking forward in expanding its flavours in the long run and alluring the audience with more such unique set of flavours. For this development and future expansion of its business they were in need of a branding and marketing agency.

CHALLENGES ALONG THE WAY

Entering into the premium segment, Taezee always wanted to be very particular and selective about the agency they choose. With a lot of hunting and refining, they narrowed it down to 3 agencies of course including Cheers Creatives. All the three agencies were of different countries altogether.

Our team at Cheers gave the best pitch and proposal we could and we were waiting for a positive response from Taezee. Taezee on the other hand was looking for a complete 360° branding and marketing agency solution that could fulfil all their current requirements along with an agency that can even handle their future projections.

All the balls were on Cheers court and the project for which we were excited was finally ours. But, this was just a stepping victory. The whole process was yet to walk through. And we at Cheers were all prepared for this wonderful journey.

When it comes to a production line, this is something that is beyond the boundaries that our branding and marketing agency have explored. Exploring the unexplored path is always challenging but with these challenges come opportunities. Providing the clients with trustworthy and fruitful vendors wasn’t an easy go as well. With all these pre-preparations comes the toughest part of executing them.

CHEERful SOLUTION

The very first thing that we started with was packaging the key visual. We put up our ideas into carving the best possible key visual for their premium kulfis. For a branding and marketing agency, this was a very crucial first step into impressing our clients with our first mock look. With few alterations, an appealing key visual was finalized and we moved ahead with completing the back portion of the packaging.

The packaging of the product is the first impression of buying a product and so was the first impression for us to serve them with the finest packaging design. Adding up the backside details was a tedious task altogether with unimaginable alterations that took place. There was a moment where it became difficult to further alter certain things, but once a project is taken into hand, our team won’t back off without its completion.

Soon, the changes were being made until the final approval. Along with the alterations taking place, we began with a striking and stylistic photoshoot for Taezee’s premium kulfis. The entire photoshoot was carried by our branding and marketing agency and its team in a studio. With a lot of precision and accuracy, the entire shoot took place. To make the premium kulfis appealing, a food stylist was hired who aided in making the real freshness and purity of kulfi seen in the pictures.

An altogether different tactic was used in shooting the kulfis to bring perfection and make it stand out. If you have observed closely, often the kulfis will have uneven edges that changed the shape of kulfis. We wanted the kind of look that would make customer’s mouths water and attract them to buy these scrumptious premium kulfis. And hence, we choose a technique where in the kulfis has perfect even edges. Our happiness couldn’t be measured when we saw the outcome of the photoshoots. It was beyond magical. The look and feel were so magnificent and enticing that we literally couldn’t take our eyes off.

It was not just us, but even the client couldn’t believe the charm the food stylist and the photographers gave to the kulfis. As mentioned earlier, the responsibility for setting up the entire brand was on our branding and marketing agency. So moving a further step ahead we took care of the entire printing of the packaging design.

The blisters used in the packaging were not the regular ones. A special kind of Virgin Blisters helped the packaging give it a premium and international touch. Apart from the blisters, vendors for spoons, cartoons and wrappers of all the 15 flavours were carefully and mindfully handpicked making sure the premium touch is maintained. Right from small spoon requirement to pouch and cartoon requirement, we did it all.

Normally, the plastic used for a few of the ice-cream brands is between 20-30 microns and it consists of around 2 layers. But our branding and marketing agency always want the best for our clients and so we decided on going ahead with the plastic of 50 microns with 3 layers composition. In order to make it look more aesthetic, layers and layers of branding and product development were done. The blister inside the upper packaging consisted of a lid that was placed inside a plastic pouch. Proper product research and product enhancement were made to make it look like a complete premium product.

While the process of packaging, our branding agency took care of each and every minute detail like various quality testing was being carried out before the product hits the market. For example for blister, we carried out right from drop test, fine-tuning the edges to chemical quoting for cartons. This quoting was done by our branding and marketing agency to make sure that the ice or water does not harm or damage the products.

Along with the 15 different flavours, there was another flavour that was designed in a pot that has a completely different and unique packaging from that of the kulfis. Pot Kulfi has a different audience in the International market and our client wanted to position it differently. And so the packaging was entirely made of a paper box that had a foiling pack inside along with the company sticker. From the minutest thing to the bigger ones, we did it all for Taezee.

From the whole creation and ideation of Fridge branding, Truck Branding, Danglers, Standees, Posters, etc. there wasn’t any part that we didn’t show up or explored for Taezee. When you are involved with a brand right from its inception, you start considering it as your own baby. You nurture it, plan it and execute it so flawlessly like you take care of a baby. Such was our experience with Taezee. Being a branding and marketing agency and working on this project was so challenging yet it was filled with loads of opportunities right from handling its production to all its offline activities to branding, packaging design, etc. it was one of our most long as well as memorable projects of all times. We at Cheers will always consider this project as one of our best and unique experiences.