case study
Coromandel International
industry
Indian agrochemicals specializing in crop protection solutions
areas
Brand Design
Coromandel International: Coromandel International Limited is a leading Indian agrochemicals company specializing in crop protection solutions. Originally known as Coromandel Fertilisers, the company manufactures fertilizers, pesticides, and specialty nutrients for the agricultural sector.
Scope
Gro Pushti, a well-established cattle feed brand launched in 2010 by Coromandel, needed a brand transformation that balanced evolution with familiarity. While the product had earned trust over the years, its identity required a visual and strategic overhaul to align with evolving consumer expectations.
The challenge was to refresh the brand while preserving its legacy value and rural resonance, ensuring existing customers remained connected even as the brand evolved.
Solution
To reposition Gro Pushti as a refreshed yet familiar name in the cattle feed sector, we initiated a complete brand revamp rooted in user behavior, regional diversity, and product clarity.
Starting with a deep market and brand study, we identified core USPs to retain. The refreshed identity spanned across a newly developed logo, multilingual packaging, explainer videos, marketing materials, and retail tools, all carefully designed to retain trust while enhancing shelf impact and communication clarity.
Key elements included
Logo Design
From over 25 concepts, we narrowed down to a design that preserved brand equity while reflecting modern aesthetics.
Packaging
Designed six product variants with a unified layout and differentiated color coding to ensure easy recognition across markets.
Marketing Collaterals
Created separate kits for customers including brochures and flyers, and sales teams with training manuals to ensure clarity and consistency.
Video Content
Multilingual explainer videos were produced to support better understanding in diverse regions.
Feeding Chart
A simplified tool showing feed quantity based on milk yield, making it easier for farmers to follow.
Retail Branding
Developed dangles and in-store branding in six languages to match the product’s regional reach.
Mascot
Introduced a friendly mascot to personify the brand, enhance recall, and create emotional resonance.
Impact
The Gro Pushti brand refresh seamlessly merged heritage with progress. With the new identity in place, the brand experienced
- Strengthened customer trust and recall.
- Higher shelf visibility and product. differentiation
- Improved sales communication via multilingual tools.
- Greater engagement at the retail and community level.
- Positive feedback from both internal and external stakeholders.
The refreshed Gro Pushti identity helped unlock new customer engagement while deepening loyalty among long-time users.
Spark of change
Logo
We crafted a logo that reflected Gro Pushti’s heritage and product strength, keeping the design rooted in simplicity and trust. It was built to be recognizable, scalable across languages, and easy to associate with the brand’s legacy and promise.
Packing collaterals
We developed packaging for six product variants with distinct color schemes for easy recognition. The front design highlights key information for quick understanding, while the back panel follows a unified layout that can be adapted into multiple regional languages. The result is packaging that improves shelf visibility and enhances consumer confidence.
Brand collaterals
Supporting materials such as leaflets, brochures, danglers, signage, and feeding charts were created to communicate effectively across farmer communities and retail outlets. Each piece was multilingual, culturally sensitive, and visually aligned with the new brand identity, helping strengthen communication at every consumer touchpoint.
The journey of Lonitics Studio commenced as our enthusiasm for design and video production converged on promoting products. In 2014, as India’s businesses underwent a digital transformation, transitioning from traditional marketing to digital platforms, we partnered with them to address their requirements for digital content generation.
© 2023 Lonitics Studios. All rights reserved
The journey of Lonitics Studio commenced as our enthusiasm for design and video production converged on promoting products. In 2014, as India’s businesses underwent a digital transformation, transitioning from traditional marketing to digital platforms, we partnered with them to address their requirements for digital content generation.
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