How to completely rebrand a bakery that’s been around for decades, and has a daily faithful consumer base; to get it ready for future growth? This was our main challenge when we rebranded the identity of Amul Bakery to Seewans. We came up with a mark that delicately balanced itself on the sharp edge between tradition and future.
The stores were all renovated by Ar. Hardik Shah from Studio Lagom to reflect this fundamental shift, as the new generation of the family-owned brand took reins.
The identity is being used in English and Gujarati languages, because a large part of the consumer base relates more to the local language. A phase-out campaign for the name Amul Bakery was activated at all stores.
Digital presence for overseas consumers was created with a vibrant new website, with creative photography by Puja Kedia.