Brands
Fraazo announces refresh of its visual branding
Mumbai: In order to drive the brand messaging as a reliable grocery delivery platform, Fraazo has undertaken a rebranding exercise that will create an impact through the medium of visual branding with a revamped logo.
The new colours and illustrations signify the vividness of a farm and fresh produce, invoking a sense of happiness, positivity, and dynamism that aligns perfectly with the brand values. The vibrant colors and visual representations are strongly rooted in a simpler life and a deep appreciation for farm-fresh produce.
“With this rebranding, Fraazo aims to connect with consumers on a deeper level by bringing about a sensation of reliability and joyfulness,” said the brand in a statement.
Fraazo is also tapping consumer touchpoints by revamping the user interface (UI) and user experience (UX) of its application, delivery fleet uniforms and produce packaging with motifs of fruits and vegetables which should garner more visibility and top-of-the-mind recall for the brand. They endeavor to become a trusted partner for customers who cook, providing them with the best quality fruits and vegetables.
With this change, the green grocer has planned aggressive marketing campaigns to reach out to a larger customer base for higher impact. To accomplish this, Fraazo will be launching out-of-home & print campaigns supported by multi-city on-ground activations.
“We are elated to announce the rebranding of Fraazo to support our renewed vision as well as branding. The change will help us communicate our brand values to all our stakeholders effectively,” said Fraazo co-founder and CEO Atul Kumar. “We are seen as a trustworthy, reliable partner offering farm-fresh groceries to our customers and to maximize impact and high visibility, we have refreshed the logo and visual branding to target all consumer touchpoints. We’re aiming to capture a larger market share and appeal to a wider scale of consumers. As a team, we’re extremely thrilled to connect with our customers on a deeper level through a refreshed look and feel of Fraazo’s visual elements.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
