Saarru
Objective:
Saarru, a brand with deep roots in South Indian culinary heritage, sought to revive traditional South Indian soup recipes for the modern consumer. Their goal was to make these authentic flavours accessible in a convenient, ready-to-eat format that would appeal to both younger generations and those with a deep appreciation for traditional recipes.
Problem:
The Indian market lacked an authentic Indian soup brand. While there were numerous brands offering soup, most focused on international flavours, leaving a significant gap for traditional Indian options. Saarru aimed to fill this void with its range of authentic South Indian soups. Despite its strong presence in South India, Saarru faced challenges in expanding into North Indian markets, where it struggled to stand out among other products on e-commerce platforms. The brand needed a compelling, distinctive voice and visual identity to captivate a wider audience and encourage them to explore its unique offerings.
Approach and Results:
To address Saarru’s challenges and position it as a brand that resonates with a diverse audience, Wishbox Studio executed a strategic rebranding that infused the brand with a fresh, vibrant identity while preserving its authentic South Indian roots. We redefined Saarru’s visual identity with bold colours and playful typography, creating a modern, fun design that appealed to both younger consumers and those with a deep appreciation for tradition. By integrating traditional Tamil motifs and script, we connected with South Indian audiences, evoking familiarity and pride, while the bright, dynamic visuals intrigued non-South Indian consumers, inviting them to explore Saarru’s rich heritage. This culturally resonant approach gave Saarru an authentic Tamil identity that celebrated its origins and commitment to preserving South Indian culinary traditions.
1. Website Redesign: A Digital Showcase of South Indian Heritage
Website URL: https://saarru.com
The website redesign was a cornerstone of our strategy to revitalise Saarru’s digital presence. We wanted the website to be more than just an e-commerce platform; it needed to be a digital embodiment of South Indian culinary heritage. To achieve this, we chose fonts and colours inspired by the retro aesthetic of South Indian cinema, which is known for its bold and vibrant palettes. Additionally, by incorporating elements such as Tamil script, traditional motifs, and cultural references, we created visuals that were both authentic and engaging. These design choices were not only visually striking but also culturally resonant, invoking a sense of nostalgia and authenticity that would appeal to both South Indian consumers and those curious about the culture.
The illustration style drew inspiration from the bold graphics and posters popular in South India during the 90s, capturing a nostalgic yet contemporary vibe. This visual approach was complemented by borders inspired by traditional stamp designs, which aligned seamlessly with the retro aesthetic and added a layer of cultural depth to the website’s design.
Beyond aesthetics, the website was designed with user experience in mind. The layout was optimised for easy navigation, ensuring visitors could effortlessly explore Saarru’s range of products and learn about the brand’s story and mission. This strategic focus on user experience paid off, as the website not only attracted a surge in traffic but also saw a significant increase in user interaction. Consumers spent more time exploring the site, which translated into higher conversion rates and a notable increase in online sales. The revamped website effectively communicated Saarru’s commitment to preserving and sharing traditional recipes, making it a compelling platform that engaged visitors and encouraged them to make a purchase.
2. Social Media Strategy: Creating a Vibrant and Culturally Rich Digital Presence
To build Saarru’s digital presence, we developed a comprehensive social media strategy that reflected the brand’s vibrant and contemporary identity while staying true to its South Indian roots.
Our culturally nuanced approach, just like the website, proved highly effective. By staying true to Saarru’s heritage, we were able to tap into the emotional connection that South Indian consumers have with their culture, while also sparking interest and curiosity among non-South Indian audiences. The content was designed to be both educational and entertaining, showcasing not just the product but also the rich cultural tapestry it represented. This strategy not only enhanced brand visibility but also fostered a sense of community among followers, resulting in increased engagement rates across all social media platforms. The brand’s following grew significantly, and the consistent, vibrant presence helped establish Saarru as a go-to brand for authentic South Indian soups.
3. Photoshoot: Capturing Tradition and Modernity in Every Frame
We orchestrated a well-planned photoshoot that was pivotal in capturing the essence of Saarru’s mission. The photoshoot was designed to highlight the versatility and appeal of Saarru’s soups by featuring individuals from diverse age groups enjoying the soups in a variety of settings. These ranged from cosy home kitchens, where families gathered for a comforting meal, to lively outdoor picnics where friends shared a hearty bowl of soup.
To further broaden the product’s appeal, we depicted scenarios such as someone recovering from a cough and cold, savoring Saarru soup as a soothing remedy, and people enjoying the soup at a festive party, showcasing it as a versatile meal option suitable for any occasion. These diverse settings demonstrated that Saarru’s soups were not only a taste of tradition but also a modern, convenient solution for a variety of consumer needs.
The impact of this approach was immediate and measurable. The photos created a visual narrative that was relatable and aspirational, resonating with a broad demographic. This helped position Saarru as a brand that could bridge the gap between generations, making traditional soups appealing to both young professionals and older consumers. As a result, Saarru saw a marked increase in consumer interest and engagement, with more customers drawn to the authentic, homely experience depicted in the photos.
Conclusion:
Through a strategic blend of visual storytelling, culturally rich content, and a distinctive digital presence, Wishbox Studio successfully repositioned Saarru as a brand that celebrates and revives traditional South Indian soup recipes. The comprehensive branding strategy not only enhanced Saarru’s visibility in new markets but also solidified its position as a beloved and memorable brand among diverse consumer segments. Saarru’s journey from a regional favourite to a nationally recognised brand is a testament to the power of thoughtful, culturally resonant branding.
