Vilsam- The address for authentic southern cuisine.

SGB’s vision to create a mark in the ‘authentic North Indian cuisine space’ led to the creation of the Loiee chain in south India. The energetic top management had an aspiration to develop a product offering for north India as well. This would also herald their expansion into the large out of home consumption markets. They were keen to develop a chain of several formats including quick service restaurants (QSR) & express counters.

The Agarwal’s once again entrusted Trancend | Orb with this interesting task. Trancend | Orb was commissioned to develop a brand strategy, naming & architecture system, brand identity & brand design language for the new brand. Having developed insights into the out of home consumption, we found that the humble Masala Dosa is undisputedly India’s most aspired food and that resonated across many markets. This led us to delve further into the aspirations of the South Indian food category in terms of taste & delivery.

The out-of-home consumers thrived on brands that offered authenticity & taste from the word go and there were hardly any brands catering to this segment. The brand name “Vilasam” was created from the aricchuvadi script meaning “address”. The address for authentic South Indian cuisine.

Vilasam recently opened the first of its three outlets in New Delhi in the bustling Pitampura area and on the Camp Road in Chennai. It has created quite a buzz in the food circles. Vilasam in the near future plans to introduce a range of packaged foods and enter the airport lounge with an express counter.