Deliciano (FMCG): Brand Launch

Condiments are everywhere. But very few brands own why we reach for them.
When Deliciano, a Rajkot-based condiment brand, approached us, the challenge wasn’t just packaging or launch but building a meaningful condiment brand in a market dominated by giants, where taste is expected yet differentiation is rare.

The Category Truth:

Condiments don’t exist to fill stomachs. They exist to transform meals. In Indian kitchens where the same food is shared but preferences differ, condiments enable personalisation of taste, allowing people to express comfort, control, curiosity, and identity through food.

Strategic Positioning:

We positioned Deliciano as a mid-premium condiment brand inspired by Indian and global flavours, designed to elevate everyday meals without making food feel complicated or exclusive.
The brand balanced the Explorer archetype through bold flavours like Tandoori Mayo, Schezwan Chutney, and Hot Sauce, with the Everyman archetype through familiar usage, approachable pricing, and daily relevance.
This balance allowed Deliciano to feel adventurous yet accessible, distinct from mass players.

Brand Meaning & Communication:

The core insight was simple: food becomes memorable when flavour steps in. This led to a brand idea that framed Deliciano as the catalyst that turns ordinary food into something worth enjoying, brought to life through the line Make it Different. Make it Deliciano.

Packaging & Visual Identity:

In a category driven by impulse and visibility, packaging needed to communicate flavour instantly, both on shelves and screens. We designed a bold, recognisable system with clear flavour cues that balanced premium appeal with everyday approachability, built to scale seamlessly across offline retail, e-commerce, quick commerce, and the brand website.

Product & Lifestyle Photography:

The photography direction focused on craving perfection, using texture-rich close-ups, real everyday food pairings, and minimal styling to keep the product as the hero and trigger immediate appetite appeal.

Website, Marketplaces & Ecosystem:

Deliciano’s digital ecosystem was designed as one cohesive brand experience across its website, marketplaces, and quick commerce platforms, ensuring visual consistency, clear product communication, and h3 shelf impact in high-intent environments.

Launch Strategy: Building Desire Before Habit

The launch followed a digital-first approach focused on building desire before habit, leaning into relatability and flavour temptation rather than heavy storytelling. At the heart of the launch was Saucy Stories, a content format built around humorous, slightly embarrassing, and highly relatable food confessions, supported by crave-led visuals and lifestyle imagery that showed how Deliciano fits naturally into everyday meals.

The Result:

By anchoring the brand in human behaviour rather than just flavour claims, we helped build a foundation that works across products, platforms, and consumer touchpoints.
Today, Deliciano stands as a brand that understands a simple truth:
Every meal is an opportunity, and flavour is what unlocks it.

Visit website: https://deliciano.co.in/