Gadre, a seafood brand, wanted to enter the gourmet RTC category. The aim was to create a distinguished niche for this new range of products while weaving an authentic culinary experience.
It was important to differentiate this category of products so as not to dilute the strong seafood association of the Gadre brand. The packaging needed to establish a strong culinary expertise and the premium gourmet quality of the products.
The TG for the brand was an urban, SEC-A audience between the age group 20–40 years who are looking for a convenient yet authentic culinary experiences in the comfort of their homes.
We strategized that a stand alone brand needed to be created to do justice to Gadre’s new culinary offerings that spanned various meat and vegetarian products. We crafted a catchy name Musha Musha which would help establish this separate brand. This alliterative name ensured higher brand recall while suiting the primary offering of momos, and being versatile for future product diversification.
Our research led us to the conclusion that Japanese cuisine was picking up and it was the perfect time to establish Musha Musha as a prime mover in this segment. We recommended naming the product ‘Gyoza-style momos’ on the FOP. This strategic recommendation helped in creating an exclusive niche, along with retaining familiarity with the product for the TG.
NAMING + IDENTITY + PACKAGING