Case Studies

Born out of the love for meat, Licious was founded in 2015. With its focus on product quality, freshness and innovation, Licious emerged as India’s largest tech-driven, direct-to-consumer fresh meat and seafood brand. In 2021, Licious became the first D2C brand in India to achieve unicorn status in India.

With an expansion of the category, the Licious brand needed to differentiate itself with a strong unified voice, while at the same time, move into new offerings and formats to serve broader consumer needs. Codesign’s partnership with Licious to refresh the brand identity was aimed at two key, interconnected objectives:

Make it Licious: Unpack authentic expressiveness for the brand that speaks to the sensorial emotion of ‘love for meat’ while retaining category codes of freshness & quality.

Always Licious: Unify core brand recall across the rapidly growing portfolio, while allowing for thoughtful adaptation for different contexts (formats, content, packaging & more).

The identity refresh brings alive the brand’s inherent gastronomic passion, served with affable quirk. It’s heartier, meatier and loaded with flavour—strengthening brand ownership and recall. A warm & friendly family of brand assets provides an apt visual voice to the brand’s natural good-natured & fun-loving tonality. Carefully crafted cues build confidence in freshness & quality which is important for the category. Guidelines & principles of usage enable consistently delightful implementation for the growing portfolio, across diverse touchpoints—from online experiences to offline retail—to create a very Licious universe.