Dinshaw’s, the 93-year-old ice cream brand based in Nagpur, has undergone a comprehensive brand overhaul, marking a new chapter in its legacy. The refreshed identity, which began rolling out in mid-March, will be visible across various touchpoints, including retail signage, parlour fronts, and digital platforms. The update includes new packaging for their entire ice cream range, with plans to extend the redesign to their dairy, bakery, and namkeen products in the coming months.
Founded in 1932, Dinshaw’s has become a household name, with half of its business driven by its ice cream category. The remaining share comes from dairy and milk products, while the bakery and namkeen segments contribute a smaller portion. The brand enjoys a robust presence across several states, including Maharashtra, Madhya Pradesh, Chhattisgarh, West Bengal, Orissa, Andhra Pradesh, Telangana, Karnataka, Goa, Uttar Pradesh, and Jharkhand.
Zervin Rana, Director at Dinshaw’s Dairy Foods, expressed confidence in the quality and innovation of their products but acknowledged that the brand’s presentation needed a significant revamp to align with contemporary market expectations. “The branding had to evolve,” said Rana. “While our product quality has always been strong, it was time to elevate how we present ourselves.”
In reference to the new brand identity, Malvika Mehra, Creative Head of Marketing at Dinshaw’s, shared insights into the delicate task of modernizing the logo. “Revamping a logo that has existed in people’s memories for 93 years is a tricky proposition,” Mehra explained. “The original logo was the signature of the founder, Mr. Dinshaw Rana. My brief to NH1 Design was simple: without losing the authenticity of the original, we needed to create a logo that was relevant for 2025 and beyond.”
The revamped logo focuses on simplifying the brand’s visual elements, with a special emphasis on the “D” in Dinshaw’s. “In today’s fast-paced digital world, where attention spans are short and space is limited, we saw the potential of owning the ‘D’ as an abbreviated version of our identity on social media and beyond,” Mehra continued. “The result is a new logo that beautifully encapsulates the essence of our brand across shop fronts, uniforms, factory signages, and, of course, our refreshed packaging.”
Neha Tulsian, founder and executive creative director of NH1 Design, explained the philosophy behind the redesign. “The core of Dinshaw’s brand remains the signature red, inspired by its legacy. However, legacies need to evolve. We redesigned the logo, allowing it to flow freely across the packaging. The addition of a milk drop within the ‘D’ symbolizes purity, authenticity, and the wholesome promise that defines Dinshaw’s,” said Tulsian.
Tulsian further elaborated on the transformation: “The ‘D’ has evolved into a super-graphic, becoming the focal point of the brand’s visual language. This not only enhances its recognition but also reinforces Dinshaw’s promise of indulgence and quality in a single glance.”
In addition to the logo redesign, the ice cream portfolio itself underwent significant simplification. “Previously, our ice cream lineup was too cluttered, with numerous sub-brands created for various pricing tiers, target audiences, health considerations, and product formats,” explained Zervin Rana. “Limited space in freezers and constrained marketing budgets also posed challenges. So, we decided to streamline the portfolio before initiating the packaging redesign.”
With the new brand identity now in place, Dinshaw’s aims to solidify its position as a modern, iconic brand while staying true to the legacy that has made it a trusted name for nearly a century.
You Might Be Interested In:
