Mumbai: D’lecta, a cheese brand, has introduced a refreshed packaging design for its cheese slices, created in collaboration with Yellow, its creative partner since 2022. The redesign marks the first chapter in a broader visual identity system built to unify D’lecta’s diverse portfolio and strengthen shelf impact in an increasingly competitive category.
Since 2001, D’lecta has expanded its presence in Indian kitchens with a wide range of offerings, from slices and spreads to Feta and Cream Cheese. As the category has grown, the brand recognised an opportunity to create a more cohesive packaging architecture that could bring greater consistency, clarity and recall across its range.
Yellow approached the brief with a clear objective. Create a scalable packaging system that sharpens D’lecta’s brand presence while making product choice easier for shoppers at the point of sale. The strategy centred on building a clean design foundation, establishing a refined colour palette, and creating a clear information hierarchy that foregrounds the use case, supported by appetite-forward imagery designed to communicate taste and texture without visual noise.
Cheese slices were selected as the starting point, given their role as an entry product in the category and a high-visibility driver of brand perception. The result is a set of packs designed to stand out on the shelf through clarity and confidence rather than exaggeration. The system is intended to extend seamlessly across the full portfolio as the brand continues to evolve with Indian consumers.
“We had a clear understanding of what D’lecta stood for and what the category needed. The focus was to translate that onto the pack, increase visibility, strengthen top-of-mind recall, and show what a differentiated cheese range could look like as the Indian palate continues to evolve.” said Shrey Doshi, Founder and Creative Director, Yellow.
“Cheese slices are often the gateway to the brand. The challenge was to balance familiarity with freshness, creating packs that feel intuitive and relevant to how consumers actually use the product,” said Aashni Shah, Brand Manager, Yellow.
