Repositioning a 40-year-old spice brand
Sona Foods has been in north-Indian kitchens since 1984. By 2024, their retail-shelf identity was losing the under-35 buyer to newer D2C brands with stronger Amazon storefronts. We rebuilt the identity, the packaging, and the online funnel.
- Client
- Sona Foods Pvt. Ltd.
- Year
- Q3 2025
- Services
- Branding, Packaging, D2C Platform
- Timeline
- 11 weeks
The challenge
The board didn’t want a rebrand — they wanted “better marketing.” The data said otherwise. Their packaging hadn’t been touched since 2007, their Amazon listings used phone photography, and they were paying premium for shelf space in stores their target buyers had stopped visiting.
Our job was to convince a family-run business to evolve their identity without losing the 40-year recognition that older buyers (still 60% of revenue) actually relied on.
We didn’t throw the old logo in the bin. We let it become the seal of authenticity on a brand that’s now built for the next 40 years too.
What we did
Equity audit
What does the existing brand actually own in the buyer’s mind? Hand-blended quality, north-Indian heritage, trust. We protected these. Everything else was on the table.
Identity refresh
New wordmark, retained seal, modernised packaging system. Tighter typographic hierarchy across 64 SKUs.
Photography rebuild
Three days in studio. Hero shots for every premium SKU, lifestyle imagery for the new D2C site, and Amazon-ready product gallery for all 64 listings.
D2C launch
Shopify storefront with WhatsApp re-engagement, Amazon storefront overhaul, and a Meta campaign focused on the 28–45 home-cook audience.
Results
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