Adhik Group
Adhik Group is a multi-vertical food business operating across dining, café, sweets, packaged products, and export. With offerings spanning different formats and audiences, the brand required a more defined and cohesive presence across its touchpoints.
Challenges
The brand lacked visibility and had an unclear positioning across its offerings. While the business had expanded in scope, this was not clearly reflected in how it was perceived. There was a need to establish a stronger, more consistent identity and shift the perception from a functional business to a more defined and recognisable brand.
Our Strategy
The approach focused on bringing clarity to the brand by defining its scope, mapping its verticals, and identifying existing potential and grey areas. This was combined with establishing a clearer positioning rooted in trust and transparency, while creating a consistent brand language that could extend across all touchpoints and strengthen visibility.
Solution
We worked on redefining the brand at both a group and sub-brand level, including redesigning the primary identity and developing identities for its verticals. This was supported by brand mapping to structure the overall offering and bring clarity to its positioning.
The work extended into outlet experience design to ensure consistency across physical spaces. In addition, we supported the brand across communication, including social media, website design, and ongoing brand management, maintaining a consistent tone and language across platforms. Packaging for product lines was also developed in line with the overall brand system.
