Mattees FiveStar

The rebranding was carried out after extensive research and fieldwork. Over its 30-year journey, the brand had used three different logo identities. Discussions with customers and dealers showed that many people were confused about the brand’s visual identity, and that the latest logo had readability issues that made the name hard to recognise quickly.

The brand owners preferred to bring back the essence of the original logo, which had the strongest recall among customers. To validate this, we ran a detailed audience survey. More than 300 people took part, sharing their age, gender, brand awareness and logo preference.

Based on the findings, we redesigned the first logo while preserving its familiar identity. The new version is easier to read, cleaner, more balanced and clutter-free. To reinforce the brand’s heritage, we introduced the tagline “Condiments Since 1996” as part of the new identity.

The rebranding began with a campaign inspired by the newly introduced tagline, “Condiments Since 1996”. Building on that idea, we developed «അറേബ്യൻ രുചിയുടെ മൂന്ന് പതിറ്റാണ്ടുകൾ», celebrating the brand’s rich heritage and three decades of delivering authentic Arabian flavours.

As the brand serves customers beyond Kerala, the campaign title was intentionally designed to translate easily. In English it becomes “Three Decades of Arabian Flavours” without losing its meaning or emotional impact.

The key visual travelled from street hoardings and supermarket danglers to flyers, brochures, delivery vehicles and bus seat covers.

The packaging redesign reinforces Mattees Five Star’s position as one of Kerala’s pioneering Arabian condiments brands. As the brand’s most tangible touchpoint, the packaging needed to communicate its heritage while strengthening shelf presence and brand recognition.

Elements of Arabian culture are woven into the visual language without competing with product information or the brand identity. The result is a distinctive, authentic packaging system that celebrates the brand’s origins while keeping clarity, function and strong visual impact.