Baking the new Modern
Modern is an iconic Indian brand that pioneered the concept of bread; it literally created the bread category in India. Launched in 1965 as Modern Bakeries (India) Limited, at one stage it held 40% market share of the Indian bread market. Modern’s iconic blue & orange waxed paper pack was virtually synonymous with bread for several generations of Indians.
For people above a certain age who grew up with Modern Bread, the brand is associated with good quality, trust and reliability. However, for a vast number of younger people Modern doesn’t resonate.
In 2016, Everstone Capital acquired Modern. They were convinced that the latent brand equity was significantly larger than its current business. As a first step in crafting a future-ready brand, the team at Everstone brought Saffron on board to help re-define the brand DNA and bring it to life through a relevant and authentic visual identity.
Modern exists to help people thrive by embracing change and savouring the possibilities in the everyday moments of life. Through the most nutritious and versatile foods Modern is there to nourish this shared ambition to thrive. No matter when or where you want it, whether you like it soft or crusty, sweet or savoury, bland or spicy, healthy or wholesome, Modern has an instant, tasty bite full of energy for you.
Visual identity for tomorrow
Modern aims to become a future-facing brand without losing its core identity and its 50+ year equity. The new visuals are contemporary yet respectful to the brand’s roots. The new logotype encapsulates Modern's history, preserving its memorable strengths yet modernising the brand. The colourful and structured visual language projects Modern’s objective to continuously thrive along with consumers' journeys through their different stages in life; all as versatile and enriching as Modern's large array of foods for different occasions and needs.
A system for multiple product lines
With the brand purpose in mind and a personality identified as nurturing, versatile, positively energetic, smart and progressive, Saffron developed Modern’s new visual expression. Stemming from the original packaging pattern of sprinkles, we evolved it into a rich packaging system. The system is able to represent the particular traits of breads, rusks, muffins and festive cakes already in the range. It's adaptable enough to allow for other foods that will be added in the future.
Modern Foods’ new branding launched in mid 2017 and the roll-out to all regions within India has begun.