Question
How does a 93-year-old brand
step into the future?

Answer
By honouring its past, elevating its presence and building on a legacy that’s instantly recognised.

Question
How does a 90-year-old brand step into the future?

Answer
By honouring its past, elevating its presence and building on a legacy that’s instantly recognised.

Question
How does a 90-year-old brand step into the future?

Answer
By honouring its past, elevating its presence and building on a legacy that’s instantly recognised.

Question
How does a 90-year-old brand step into the future?

Answer
By honouring its past, elevating its presence and building on a legacy that’s instantly recognised.

Question
How does a 90-year-old brand step into the future?

Answer
By honouring its past, elevating its presence and building on a legacy that’s instantly recognised.

Dinshaw's

Dinshaw’s is a 93-year-old, Nagpur-based legacy brand established in 1932, with a strong presence across Maharashtra, Central India, and parts of East and South India. Nearly half of its business comes from the ice cream category, followed closely by dairy and milk products, with smaller contributions from bakery and namkeen. Known for product quality and deep-rooted consumer trust, Dinshaw’s has grown steadily over decades.

As the brand expanded across categories and geographies, its identity and packaging systems evolved organically. In a rapidly changing retail and digital environment, the leadership recognised that while the backend product and operations were strong, the brand’s presentation and equity were no longer keeping pace with contemporary expectations. This led Dinshaw’s to partner with NH1 Design to refresh the brand for 2025 and beyond, starting with ice cream and extending across the full portfolio.

SERVICES DESIGN STRATEGY | BRANDING | PACKAGING DESIGN
CLIENT DINSHAW'S DAIRY FOODS PVT LTD
SECTOR FMCG

Market Research

The core challenge was to modernise a brand that had lived in consumers’ memory for over nine decades. In India’s dairy and ice cream category, regional brands are built on affection, affordability and deep distribution. Their strength lies in household penetration, habitual purchase and everyday familiarity.

Our research showed that while Dinshaw’s held deep equity, its growing portfolio lacked a unified visual architecture. Categories had evolved independently, reducing consistency and shelf clarity

Dinshaw’s needed a clearer, more intuitive masterbrand-led system that could simplify navigation, improve shelf visibility, and create instant recognition —while remaining true to the trust and affection the brand had earned over generations.

Our challenge was to honour the legacy of Dinshaw's while shaping a visual identity that feels as rich and irresistible as the product itself. The heartbeat of Dinshaw’s remains - the signature red, inspired by the emotional equity. But legacies must evolve. We unboxed the logo, allowing it to breathe freely across packaging. At the heart of this transformation lies a powerful detail: a single drop of milk embedded within the ‘D’ - a quiet yet bold promise of purity, authenticity, and the wholesome abundance that defines Dinshaw’s.

The 'D' is no longer just a monogram. It is a Dinshaw's world; a powerful brand identifier that extends across every product in the portfolio, turning a single letter into an entire universe of indulgence, memory, and belonging.

The ‘D’ has been elevated into a super-graphic that extends across the entire portfolio. After all, packaging is where brands truly live. By making the ‘D’ the focal point, we’ve created an intuitive brand signature - one that imprints Dinshaw’s promise of indulgence and quality into the consumer’s mind at a single glance. This is more than a redesign it’s a distinct and immediate visual language that evokes taste, memory, and desire.

The objective was simple. You see the 'D'. You know it's Dinshaw's.

We wanted to make Dinshaw' instantly recognisable at the moment of purchase and create a coherent brand presence across categories, so no matter what you picked up, you knew it was Dinshaw’s.

Client: Zervin Rana, JImmy Rana, Malvika Mehra | CGI: Tonic | Vernacular Logo: Sarang Kulkarni, White Crow | Design: NH1Design | Collaborators: Wysiwyg Communications

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