The Possibility of a Global Brand:

Perfect Cardamom is one of India’s largest exporters of Cardamoms and other spices to the Middle East and other parts of the globe. They provide authentic green cardamoms, spices and nuts from the farms of India to the world. They have been in this business for 20+ years and have created a niche for themselves..

The key challenge

The company decided to venture into the D2C segment and started with brands “My Spice” and “Rukshana”. Both the brands were unable to create the necessary impact, and the company decided to give it one more try with Phi Brands. Also, they were to compete with some leading brands in India and Globally.

Hitting the bullseye

Since they were pitching against the top players of India and Globally, the first thing we did was to get an appropriate brand name that was generic, easy to recall, and yet gave a sense of the product range offered by the company. 

We started by conducting a series of brand strategy workshops with them that gave us in-depth information about their products, infrastructure, market, their vision for the brand. We also did extensive research to understand the strength and challenges of their competitors. 

After rounds of brainstorming and research, the brand name finally selected was Queena Roma (which sounds like Queen of Aroma that encapsulates the main feature of their flagship product “Cardamom”). Also, we finalised a tagline “Enriching Life with Royal Taste” that positioned them as a premium brand.

We developed the packaging across Cardamom and the entire product range for the pouch and bottle packaging as primary packaging and carton boxes as secondary packaging. We handled the end-to-end coordination with the packaging printing teams in different parts of India.

The story continues

Since its launch, the product has received excellent feedback from the Export market with repeat orders from existing clients and supplied to new geographies. 

Post the successful run of the products; we have now started working with them to create a strong presence on social media and development of E-commerce website.