DSGNECHO
Modernizing a legacy: Shree Datta Snacks’ New Identity
Client
Shree Datta Snacks
Type
Food & Beverages
Year
2019
Tags
Brand Design, Brand Strategy,
Visual Identity, Corporate Identity
The Project
Design Brief
The journey with Shree Datta began in 2012 when the founder of Pencil Point Designs, Parag Bhuptani met the future promoters of the Shree Datta Snacks, who are now leading the business. They wanted to focus on branding and other efforts, primarily because even though Shree Datta, established in the 1980s, had earned an enviable reputation for its fresh Maharashtrian food, particularly the beloved Vada Pav, both locally and internationally, people still didn’t register the logo. The brand owners were also looking at growing the brand – nationally and internationally.
Our Approach
In 2012, the team sought guidance for creating a new brand identity, but they weren’t quite ready to take the leap. In 2019, they reconnected, having realized the need to modernise their brand to align with their growth ambitions. The process began with understanding the strengths and limitations of the old logo—a simple design with a white background, a red elliptical form, and a ‘Marathi’ script. We decided to create a logo with an international appeal, but we knew a sudden shift from regional to English wouldn't work. With a vision for the long term, we began crafting a brand strategy with a goal that would align with global markets while maintaining a regional connection.
We opted for a modernized, English-language logo, introducing a visual mark (Shra) on the left-hand side that maintained a strong memorable presence. The colours were inspired by Indian spices—vibrant and appetizing, symbolizing the freshness and quality of the food. The design was created with future scalability in mind, ensuring it would stand out on everything from restaurant signage to packaging and digital materials, featuring carefully selected fonts.
In 2020, amidst the pandemic, we introduced the regional logo as an intermediate step, ensuring a smooth transition of the brand’s identity from old to new. The new logo has been well received, especially by those familiar with the previous design. By 2022, the English logo and new packaging reinforced Shree Datta’s future orientation. Now with 10 self-run outlets, the brand continues to thrive, staying true to its promise of fresh ingredients and exceptional taste.
The logo’s evolution symbolizes Shree Datta’s journey—rooted in tradition, yet stepping into the future with a new visual identity that reflects the brand's growth and appeal.