Crafting a Unified Identity
75 flavours, all delicious. But NIC wasn’t able to claim its rightful place in people’s minds.
NIC has fantastic ice creams, aiming to stand out in the masstige space. But 75 separately marketed flavours left them without a clear, singular identity, risking misattribution. A favourite brand can’t mean different things to different people. And while everyone chased big, indulgent moments, the everyday dessert plate was still up for grabs.
The Problem
NIC's diverse portfolio was a barrier in building a cohesive brand.
The Breakdown
Uncovering the core issues through deep consumer insights.
Thorough dessert mapping and taste tests revealed a few surprising truths:
When people pronounced it "N-I-C" instead of "Nic," they often mistook it for other brands, leading to zero lasting brand stickiness.
Despite its rich, layered flavours, the product’s deliciousness was only experienced. Not truly anticipated, thus reducing brand impact.
Big, formal celebrations weren't our ideal stage; people brought out ice cream in smaller, relaxed, and more frequently shared moments.
System of Solutions
We found our sweet spot: connecting NIC to those relaxed, everyday moments where rich flavour perfectly blends with good company. It's where the real magic happens, after all.
We meticulously crafted visual and verbal branding to ensure "Nic" became a single, unforgettable name. Simplicity, when done right, is incredibly powerful.
Leveraging quick commerce and social cues, we positioned NIC not just for grand celebrations, but as the perfect ice cream that fits effortlessly into your "right now." Because everyday joy matters most.
Other Projects
Presence wasn’t the problem, preference was. Despite Borosil’s reliability, Larah needed to show it belonged in modern homes every day.
In spice aisles that scream sameness, Suhana needed an aroma of its own to stand out and stick in Mumbai’s kitchens.