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The Client Story

Shree Dutt Aqua is the largest producers of quality seafood and experts in aquaculture farming, operating along the western coastline of India.Belonging to one of the most respected traditional fishing community, this new generation of Shree Dutt Aqua is focused on delivering farm fresh quality seafood to customers worldwide through the use of innovative technology.

Taking on the Challenge

The company has a rich heritage and has evolved over the years. They now wanted to make the transition from a traditional, family run business to a international brand name. The company wanted to develop a brand image that would be seen as fresh and dynamic with a modern outlook and innovative approach. And with it began our complete brand building exercise of the brand.

The Breakthrough

The first step was to select a name that would give the brand a distinct identity. After an extensive research, we narrowed down on a short, simple and globally appealing name ’ Tandels’, which incidentally is also their family name.

Freshness is the biggest USP of Tandel’s. This became the basis for its new brand identity as well.

The simple and direct tagline we developed for the brand, “Farm Fresh Delicious”, sums up the company’s brand positioning effectively. We followed the same approach while designing their logo as well. Soothing, cool and fresh looking, every element in the Tandel’s logo can be associated with sea. The blue color represents Aqua people, the sea green shows freshness & environment friendly approach, while the waves show its passion for the sea. The symbolic design element of flying fish in the logo combines their concept of ‘farm fresh delicious’ with seafood business.

For the house styling, a neat, clean signature design has been adapted that translates into a common corporate identity for Tandel’s.

Think Tandel’s and its inherent quality of freshness is what immediately comes to mind. A special photo shoot was planned and executed for this perfect visual which was to become Tandel’s signature branding. The striking image of a live shrimp being freshly caught by a hand under water!

A visual that says everything about Tandel’s promise to deliver ‘Farm Fresh Delicious’ quality.Right from its website to brochure & exhibition stall designs to presentations, this singular visual message has been reinforced to create a strong and distinct branding for Tandel’s. Just what was needed to enable instant brand recall for Tandel’s, whenever and where ever people would see it.

Both the brochure and website have a refreshingly different look and feel, with the details about the company unfolding across the pages like a story that tempts one to explore further.Relish the Farm Fresh Deliciousness for yourself @ www.tandels.com

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