Loiee –  serving authentic taste & winning hearts

Sree Gupta Bhavan was a leading chain of restaurants serving north Indian cuisine, sweets & savories in Chennai established in late eighties. The energetic top management has an endeavor to expand nationally & internationally but the current brand was not giving them growth inspite of opening fourteen outlets. Trancend | Orb was commissioned to develop a brand led business growth for SGB.

We delivered critical insights into the QSR opportunities that paved way to the creation of a new brand that not only delivers their existing product line but also is expandable to new formats & categories. Our audits led us to convince the management to drop a few non performing stores and add new product lines.

The new name has been inspired from Loi Bazar one of the oldest marketplace in Mathura region in India. It also means part of a “dough” in Devnagari. Loiee in the near future plans to introduce a range of packaged snack food and bakery products marking their entry into the FMCG space. The old identity was converted into a “seal of origin”.

The new identity embodies the “Kalpavriksha” the wish fulfilling tree from the Rig Veda. The colors red signifies energy and vitality. The colours in the identity are also representative of the ketchup & mustard theory of the organized fast food business. The serif type has been hand crafted conveying stature and authenticity.

Loiee has grown over 35% over the last two years for 10 stores, they have recently opened a 7500 sqft outlet in Chennai