Brief: To rebrand the visual identity of Ditsch and make it suitable to be launched in the Indian market.
Timeline: Two weeks
Ditsch is a European food chain brand that specialises in crafting pretzels, pizza snacks and croissants. It was founded in the year 1919 in Germany, and is one of the world's leading pretzel manufacturers today.
Their core values are quality, consistency and having a sense of responsibility.
Current presence: Germany, Switzerland, United States
BRAND MANUAL
VISUAL IDENTITY
Visual board
Pretzels can be carried in the hand and had on-the-go. This served as an inspiration for the logo where a hand is seen carrying an almost heart shaped pretzel.
Colour palette
Primary and secondary typefaces
Most Ditsch stores, as seen above would be kiosks placed at metropolitan cities of India like Mumbai, Delhi, Bangalore and Kolkata. These would be seen in places of moving crowd like the metro stations and airports.
BRAND TOUCHPOINTS
Letterhead
A grid system (see first slide) was used to create not just the logo, but also collaterals like letterheads and business cards. For creating the letterhead, I used a grid created by one of my facilitators at university, Mr.Syed is also shown in the slides below.
The USP of this brand apart from affordability and consistency in quality, is the fact that it assures no-spillage. In other words, food can be had on-the-go. This inspired the catchphrase 'Takes you places'
Takeaway cup.
Billboard advertising
Since the pronunciation of the German word 'Ditsch' wouldn't come naturally to some people in India, this advertisement serves a dual purpose.
It uses 'Ditsch' as a pun for a literal 'dish', hence helping the audience understand what the pronunciation is like. At the same time, the advertisement is introducing unique pretzel flavours catering to Indian taste buds.
Another idea for billboard advertisement was a quote that goes like "Let's go grab a Ditsch"
Resources: Mockups were taken from Freepik and mrmockup.
