Licious
Licious revolutionized the Indian meat industry by being the first to offer online meat delivery to households nationwide. The brand name, derived from “delicious,” and its identity featuring a smile, reflect the joy and satisfaction of its customers. Adi&Co’s strategic branding approach has made Licious a trusted and beloved name in the market.
Client
Delightful Gourmet
Year
2015
Category
Naming & Brand Strategy
Type of Work
Branding
Identity Design
Packaging Design
Naming and Brand Identity
The name “Licious” was derived from the word “delicious,” encapsulating the core essence of the brand—providing delicious, high-quality meat to its customers. The identity of Licious incorporates a smile, symbolizing the satisfaction and joy consumers experience when they consume the brand’s products. This smile is a visual cue designed to evoke positive emotions and build a strong, emotional connection with the brand.
Design Approach
The design approach for Licious was centered around simplicity and clarity, ensuring that the brand message was communicated effectively. The color palette was restricted to red and white, chosen for their strong visual impact and association with freshness and purity. Red, being an appetizing and energetic color, was used to draw attention and create a sense of urgency, while white provided a clean and modern backdrop.
Beyond packaging, the Licious identity was extended to various brand collaterals including delivery boxes, promotional materials, and digital assets. Consistency in design and messaging was maintained across all touchpoints to build a cohesive brand experience. The smile motif was a recurring element, ensuring that the brand’s cheerful and satisfying image was always front and center.
The creation of the Licious brand was a comprehensive and rewarding project that involved a deep understanding of consumer needs and preferences. By focusing on a strong and emotive brand identity, supported by a consistent and impactful design approach, Licious successfully
positioned itself as a market leader in the online meat delivery industry in India.
The strategic use of red and white, combined with the joyful smile logo, has made Licious a beloved brand that consumers trust for their meat purchases.
