BORN FROM TRADITION, TRANSFORMED THROUGH CREATIVITY AND TECHNOLOGY: BURGUNDY HELPS REGIONAL SPICE BRAND TO REACH INTERNATIONAL WITH STYLE.

For centuries, Sri Lanka (Ceylon) was well-known in the world as the spice island. Ceylon Spices were the best in the world, rich with flavours and aroma that distinct only to Ceylon. 

PROBLEM

Seedevi Spice, one of the known spice brands in Sri Lanka, for many years. We took Seedevi Spice’s biggest redesign, covering the entire product portfolio and corporate identity. Our mission was clear: to position and establish Seedevi Spice as the best quality spice provider with a modern reinterpretation of design and technology.

RECLAIMING ICONIC ASSETS

Using our consumer brand perception tool, we discovered that SeeDevi Spice had the opportunity to further enhance the brand for the global market place due to its true, authentic and originality in the category.

To help Seedevi Spice to stand out in the International market, we determined that it could leverage two trends aligned with heritage: the authenticity and heritage. This led us to a very clear strategy to reclaim the iconic assets.

Solution

Identity design – enhancing digital channels – activating the unique online store

We started by conceptualizing and designing the brand identity on the inherent strength of the most powerful brand elements. The logo has taken a circular shape to symbolize the balance and perfection of the brand. The imagery was inspired by the flower of Cinnamon. Flower itself biologically symbolizes the generations and rebirth.

Typography was carefully selected to give the best expression of the fineness of the products. We have articulated earthy colour palette that makes the brand associate with nature and earth which helps it to stand out dramatically on the shelf. Design elements were selected precisely, to pursue the harmony between authenticity and modernity, refinedness and naturalness. Logo, tagline and colour palette was blended in such a way to enhance the oriental beauty in an elegant form.

Creating a unique online store was significant. We looked to adhere with latest industry practices and standards, usage of market-leading technologies for all aspects of the solution, the built-in capability to extract insights and consumer behaviour, mobile-centric user interface which expands smoothly to other devices, guaranteed 99.99% availability and seamless scalability to accommodate traffic fluctuations.

Furthermore, we designed a distinct user experience solution that helps the consumer to have a memorable brand experience on-site. Also, through this visual identity, it has given the best look & feel to show the quality of the products and to illustrate the Sri Lankan ancient history of Spices.

We enhanced the communication to make the brand memorable for the shoppers. We amplified the brand via digital platforms that had emphasized the brand internationally.

RESULTS

our clean, cutting-edge design tech solution spoke to changing consumer needs. Research results showed that Seedevi Spice had nearly 40 per cent of international business had grown and helped them to mark their presence in precise markets. Additionally, they became Sri Lanka’s no1 spice exporter.

OUR CULTURE

At Burgundy, the culture is built and not acquired. We tirelessly pursue a path to bring a culture that nourishes creativity, imagination, teamwork.

We always welcome people with different exposure, who have a sense of humour, fun, agile and passionate. And encourage healthy and constructive debates for progression. We inculcate innovative thinking in the products and solutions we create and always welcome disruptive ideas from anyone who prepared to explore.

This content has been produced within the framework of the EU-Sri Lanka Trade Related Assurance Project, funded by the European Union and implemented by ITC and UNIDO in partnership with the Government of Sri Lanka.