Dinshaw's Undergoes Makeover After 93 Years
Source: dairynews.today
Dinshaw’s, a 93-year-old ice cream brand based in Nagpur, India, is rejuvenating its image with a brand makeover aimed at appealing to a younger audience.
Dinshaw’s, the 93-year-old ice cream brand based out of Nagpur, has embarked on a comprehensive brand makeover. Established in 1932, Dinshaw’s derives 50% of its revenue from the ice cream sector and has a significant market presence across several Indian states, including Maharashtra, Madhya Pradesh, Chhattisgarh, West Bengal, and others. Starting mid-March 2025, consumers will notice Dinshaw’s refreshed identity across retail signages, parlour exteriors, and digital platforms.
This rebranding effort includes new packaging for its entire ice cream range, with plans for similar updates to its dairy, bakery, and namkeen products in the coming months.
Zervin Rana, Director at Dinshaw’s Dairy Foods, acknowledged the need for this change due to a perception that the company lagged in its brand equity and presentation despite its strong product innovation and quality.
Malvika Mehra, the creative head of marketing at Dinshaw’s, revealed challenges in revamping the iconic logo, originally the signature of the founder Mr. Dinshaw Rana, while retaining its authenticity and timelessness. Executing the brand makeover, NH1 Design ensured the retention of the brand’s signature red hue, a nod to its rich heritage, while introducing new design elements such as a drop of milk within the ‘D’ of the branding, symbolizing purity and authenticity.
The newly designed ‘D’ now serves as a super-graphic across its product range, representing indulgence and quality. This refresh also addresses previous brand architecture complexities, enabling a simplified structure for easier consumer engagement. Challenges of limited freezer space and marketing budgets also necessitated a more streamlined approach to brand and packaging strategies, marking this evolution as both a modern necessity and a preservation of Dinshaw’s revered legacy.
This rebranding effort includes new packaging for its entire ice cream range, with plans for similar updates to its dairy, bakery, and namkeen products in the coming months.
Zervin Rana, Director at Dinshaw’s Dairy Foods, acknowledged the need for this change due to a perception that the company lagged in its brand equity and presentation despite its strong product innovation and quality.
Malvika Mehra, the creative head of marketing at Dinshaw’s, revealed challenges in revamping the iconic logo, originally the signature of the founder Mr. Dinshaw Rana, while retaining its authenticity and timelessness. Executing the brand makeover, NH1 Design ensured the retention of the brand’s signature red hue, a nod to its rich heritage, while introducing new design elements such as a drop of milk within the ‘D’ of the branding, symbolizing purity and authenticity.
The newly designed ‘D’ now serves as a super-graphic across its product range, representing indulgence and quality. This refresh also addresses previous brand architecture complexities, enabling a simplified structure for easier consumer engagement. Challenges of limited freezer space and marketing budgets also necessitated a more streamlined approach to brand and packaging strategies, marking this evolution as both a modern necessity and a preservation of Dinshaw’s revered legacy.
