Parsi Dairy Farm tied up with Please See, a Mumbai-based branding agency to rebrand the over century-old brand. Led by the fourth generation – Zeenia K. Patel, Bakhtyar K. Irani, Sarfaraz K. Irani and Parvana S. Mistry – Parsi Dairy Farm sought to stay relevant for its customers, both old and new.
Beginning with the product packaging, Please See created an identity in red and blue and illustrating motifs from India’s rich cultural tapestry. The two-year-long rebranding effort entailed an introspection into the minutest of details, like manufacturing the ghee jars with a dent at the bottom to help customers scoop out the ghee, or the packaging for the butter, which doubles up as a dish. The team also reconceptualised the popular ‘milk drops’ as ‘The Great Indian Toffee’ and reimagined the flagship store with a fresh brand language.
“At Parsi Dairy Farm, we sought exceptional teams for this branding opportunity. Our aim is to propel the 107-year legacy of this brand to new heights, ensuring its endurance for the next century,” said Zeenia about the collaboration with Please See for their packaging and designing effort.
Pritha Sahai, Co-founder and Creative Director at Please See said, “For us, it’s always been about immersing ourselves in the brand to see how best we can breathe relevance into it. With Parsi Dairy Farm’s packaging, we reconstructed it to become a part of our daily lives, while preserving their sanctity, and just giving it a new wardrobe.”
Co-founder Avinash Thadani of Please See said, “We wanted to be rich, traditional and authentic, while still being relevant. If you notice, the redesign goes against a lot of the minimal, clean trends of today — it’s busy, Indian and bold. We visited their farms, saw the processes, practically milked their cows, and went into great detail; because the customer loves it so much — you have to be respectful of that love. That’s why it’s always been so rewarding to work with brands like Parsi Dairy Farm — things we have grown up with — and imagine them for the next generation.”
“We are blessed to have worked with someone that had this long-term vision for their brand, because that felt aligned with the way we think, too,” said Sahai.
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