Case study – Brand Building – Mumbai Lo-Cals

A fruitful meeting with ‘The Ambassador Group’ (http://www.ambassadorindia.com/), for a Ms. Isha Koppikar (Bollywood Actress) initiative, LCmediaHouse won itself a wonderful opportunity of building their innovative brand, which was now only a mere concept.

The brand which would soon come to be called as ‘Mumbai Lo-Cals’ was to serve tasty, healthy and hygienic street food, at a very affordable rate.

All in all, what we collectively were looking at, was to create ‘A Healthy Revolution!’

IntroductionLCmediaHouse

Concept

The main concept of this brand was to create a platform where a foodie could simple come down and have his/her fill of amazing street food without putting health at risk.

Saying so, the said brand was designed to serve delicious street food, with the same flavor and essence, as the street one, but there was one difference. This food was to be of the healthier type. For example, why deep fry, when you can easily bake?

Every food item loved by the common people was to be served, everything from a spicy hot ‘Vada-pav’ to a very mouthwatering plate of Samosa chole!

..and yes, they are baked!

Why this name?

The name Mumbai Lo-Cals, which we came up with, means more than just one simple thing!

For starters , in the name Mumbai Lo-Cals, Lo-Cals stands for Low Calories. Considering every ingredient or method of cooking which is considered unhealthy, is artistically replaced with a healthy mean. This is obviously done by keeping in mind, to retain the dishes’ original taste and flavor!

Secondly, Mumbai Lo-Cals stands for the local trains which basically represents the life line of our very own city Mumbai, along with the signature local food that is easily available and served at the railway stations.

Brand philosophy

Through the brand Mumbai Lo-Cals, we wished to spread healthy living through healthy eating.

Understanding that street food is usually more than just a weakness for many, we decided that Mumbai Lo-Cals will create a healthier, safer platform where one can stuff themselves with every dish possible and not having to worry about their health!

We created the brand, keeping in mind that nobody must be deprived of their dream food, just because of fear of piling on weight or any other health related problems!

Brand Philosophy?- Eat street food, by all mean, but always choose the healthier option!

Brand Positioning and Target Audience

We positioned Mumbai Lo-Cals as an outlet where healthy street food or where most preferred dishes of the locals would easily be available.

We created a whole new platform for Mumbai Lo-Cals, which helped make the brand stand out from the crowd without even trying.

The target audience was not that difficult to decide as everybody loves street food! Be it the elite types or the ‘bindaas,’ everybody is a die hard fan of Mumbai’s street food!

Logo

We created the logo, keeping in mind the elements that the name Mumbai Lo-Cals actually represents. The train engine had been used, to signify the Mumbai local trains.

Store Design and Layout

The store was deigned by us, mainly to represent a train bogie, which looks more than real, complete with the train steps and the tracks. The below image is of the ‘Take Away Counter.’

Shop Front Door

Wall Art

The wall art for Mumbai Lo-Cals, was specially hand sketched by us and these detailed sketches show the entire fast paced life of Mumbai.

Signage

Comic characters based off of food items were used to portray stories on why they are healthy and similar interesting ideas.

Menu

We took on the challenge of creating the menu as well.We not only decided on how the menu should look like, but we also helped them on deciding the dishes to be placed in the menu.

There were regular ‘tasting’ sessions, where in we would go to the outlet over and over again till we found the perfect blend of elements, resulting in the ideal recipe!

We then created the menu from scratch, designing and preparing the content for the same!

Menu

Product Food Photography

We handled Food Photography for the brand as well, where in, we clicked delicious delicacies from their kitchen, not only for the menu but also for any upcoming future endeavors.

Corporate Presentation

We further took up the task to finish their very crucial Corporate Presentation.

Within this presentation, we made sure that we added in detail various scientific, hygiene and health facts as to why one should choose Mumbai Lo-Cals over local street food.

You can view the Corporate Presentation here:http://slidesha.re/1fEsJDp

Website

What’s a brand without its very own website?

We undertook the project of creating, designing and developing the website for Mumbai Lo-Cals. We successfully managed to create the virtual replica of the Mumbai Lo-Cals store, online in the form of its website!

You can visit the Mumbai Lo-Cals website here: http://www.mumbailocals.in/

Thank you!For further details, contact us on –

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