• DESIGN AND STRATEGY IN FLOW • CRAFT • CONVERSATION • CLARITY
• DESIGN AND STRATEGY IN FLOW • CRAFT • CONVERSATION • CLARITY
The question we faced was:
How do you leverage legacy?
Staying too close to the parent brand risks limiting aspiration. Moving too far away risks losing credibility. For Krich, the task was to define a visual identity that clearly distinguished it from the core Karachi Sweet Mart brand, while quietly signalling its lineage.
The BIRTH OF KRICH
Krich was conceived as a subsidiary brand that could operate with its own identity, tone, and visual language, while still carrying the weight of a well-established legacy. It needed to feel elevated without appearing disconnected, and modern without abandoning trust.
Shree Mohan’s Karachi Sweet Mart has built its reputation over decades, becoming a trusted name through consistency, quality, and familiarity.As the brand looked to expand into a more premium segment, the challenge was not reinvention, but separation.
Krich
A VENTURE BY SHREE MOHAN'S KARACHI
A new identity, rooted in legacy
Our Vision
The identity needed to communicate quality and confidence without ornamentation. Instead of leaning heavily on nostalgia, we focused on structure, balance, and detail. The visual system was designed to feel composed and deliberate, allowing the products to take centre stage while the brand supported rather than dominated.
This allowed Krich to stand independently, while still benefiting from the trust associated with Shree Mohan’s Karachi Sweet Mart.
The Significance
The rebrand established Krich as a distinct premium offering within the larger brand ecosystem. It created a clear visual boundary between everyday indulgence and elevated products, helping consumers understand where Krich sits and why it exists. Today the brand has launched its premium segment and is ready to launch in the Dubai market.
• DESIGN AND STRATEGY IN FLOW • CRAFT • CONVERSATION • CLARITY
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