Licious has revealed an updated brand identity, featuring a new logo and color scheme aimed at vividly capturing the essence of the meat-eating experience across various media platforms. The brand has been dedicated to satisfying the discerning taste buds of Indian consumers with top-notch, fresh products, using advanced technology to simplify the meat-buying process and enhancing overall enjoyment in the way India indulges in meat. Interestingly, industry data supports the idea of refreshing brand identities every seven years, and Licious’s rebranding aligns with its seventh anniversary.

Santosh Hegde, VP- Brands at Licious, emphasized the brand’s origin as a creation by and for meat lovers, highlighting the dynamic nature of both the brand and its customers. He stated that innovation and evolution are not just relevant but crucial to their journey. Licious has successfully transformed the perception of meat and seafood in India, reshaping the standards for quality, purchasing, and consumption experiences.

Hegde noted, “We exist in a marketplace where the consumer, category & competition is constantly evolving, expanding, and disrupting. Our refreshed brand identity will enable us to not just stay ahead of this curve but carve out the path ahead.”

The new logo, featuring smoky grey, hearty red, and creamy white, aims to evoke the richness associated with the taste, texture, and aroma of the meat consumption experience. The logo and other visual elements draw inspiration from the flowing and juicy textures of meats, seafood, and poultry products. These patterns, present across all brand touchpoints, add a delightful touch to the overall brand experience.

The refreshed brand identity extends to the app, website, offline stores, packaging, communications, and all branded assets. The logo’s visual character serves as inspiration for all illustrations that constitute the brand’s signature, ensuring a cohesive and appealing brand image across various channels.