Licious employer
branding
Design Challenge
Licious is India’s largest D2C fresh meat, seafood and gourmet meat brand. Through a seamless online platform, it delivers farm-fresh produce directly to consumers, ensuring convenience without compromising on taste or hygiene. Licious values bias for excellence, innovation & creativity in their people and wanted to build an employer brand that reflected this strongly.
Solution
The people-centric culture of the organisation and the drive to create something larger together really stood out in the interviews and surveys that we carried out. A unique and inspirational Employee Value Proposition (EVP) statement was created. The team created a memorable visual language and scaled the EVP to various assets like employee culture hand book, employee testimonial videos, careers website design & social media campaign assets.
Licious is India’s largest D2C fresh meat, seafood and gourmet meat brand. Through a seamless online platform, it delivers farm-fresh produce directly to consumers, ensuring convenience without compromising on taste or hygiene. Licious values bias for excellence, innovation & creativity in their people and wanted to build an employer brand that reflected this strongly.
Solution
The people-centric culture of the organisation and the drive to create something larger together really stood out in the interviews and surveys that we carried out. A unique and inspirational Employee Value Proposition (EVP) statement was created. The team created a memorable visual language and scaled the EVP to various assets like employee culture hand book, employee testimonial videos, careers website design & social media campaign assets.
Role ︎︎︎ Creative direction, design
Type of work ︎︎︎ Employer branding
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Pranav Mathur, Sampriti, Kalai, Pramita, Vishal Pandit, Jasleen Ashta, Vinayak Baby, Aditya Narayan, Swastika Biswas, Kishan, Rahul
Published ︎︎︎ Partly in 2023
Type of work ︎︎︎ Employer branding
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Pranav Mathur, Sampriti, Kalai, Pramita, Vishal Pandit, Jasleen Ashta, Vinayak Baby, Aditya Narayan, Swastika Biswas, Kishan, Rahul
Published ︎︎︎ Partly in 2023
Research and Strategy
The team conducted extensive research to understand the company, it’s culture and it’s people. We visited the meat processing centre to understand the process of how meat is received, stored, processed and packaged in the facility. The team conducted interviews with various employees and sent out qualitative and quantitative surveys to over 230+ employees to get insights on what Licians think of the company, the culture and their work.From this exercise and the derived insights, the people-centric culture of the organisation really stood out. We also learned that Licious is pioneering a revolution in the traditional Indian meat industry, and it owes its success to the talent and passion of its people. Based on these insights, a unique and creative EVP (Employee Value Proposition) was generated - You are the magic ingredient. This put the focus on the employees as the heroes of the organisation by calling them the ‘magic ingredients’ in the recipe for success.
Visual language
The visual language for the employer branding took cues from the new Licious logo and brand language. The brand tone of voice was warm, light and forthcoming and a lot of our design desicions and visual cues stemmed from that. The new logo had a hand-lettering structure to it and thus the team created the visual unit of the EVP statement in a similar visual aesthetic. The primary brand language was augmented with a couple of new typefaces and styles that complemented it. We took cues from handwritten recipe books and journals and added elements like highlights, handwritten fonts, polaroids, hand-drawn doodles and hand-lettered typography. Comic strips and doodles on company culture and values were introduced to keep the tone light-hearted, warm and approachable.
The visual unit created for the EVP
Hand-drawn typography & lettering
Hand-lettering done for pages in the culture book
Illustrations for Employee Benefits
Comics created for telling different stories like the founder’s entrepreneurship journey, stories around the EVP etc
Photographs and images were either cropped and placed on brand colours or were displayed in a polaroid visual treatment.
Brand merchandise
The team created fun merchandise based on the EVP statement. This was used as a part of the employee onboarding kit as well as during the EVP launch event.
Employee culture book
The culture book design aimed to keep the readers engaged while educating them about the company culture, vision and stories. To do this, we decided to keep the tone of the book humourous and informal. The visual treatments used were bold and typography-led and kept the reader wanting to turn the next page. Cartoons and doodles on company values and culture were interspersed within the book. Use of hand-written typography, sketches, elements like washi tape, polaroids and stickers gave the book a journal or diary-like vibe which made it interesting to read.
The team created fun comic strips on true stories around how Licious was started, inspirational stories around the founders’ entrepreneurship journey and around the employee value proposition - You are the magic ingredient.
Fun content like “Meatarians of India” where we created a humorous list of 6 types of meat eaters in the country.
Careers website
The careers website carried forward the same EVP flavour in terms of content as well as design. Real life growth stories of employees were displayed potraying them as the ‘magic ingredients’ in Licious’ journey to success. Funny comics and little doodles accompanied the content in places to keep the tone warm and humourous.
EVP Launch video
A 2-minute motion graphics video was created to launch the new EVP and employer branding at the company’s 8th anniversary event. We conceptualized, wrote and created this within 24 hours. Some stills from the video below.Link to the video
