A Multidisciplinary Approach to Modernizing a National Heritage FMCG Brand: Developing a Cohesive Visual Identity, Cross-Platform Communication Strategies, and Multimedia Content Framework

Abstract

In the emerging market, heritage brands are under growing pressure to update their visual and digital appearance without losing brand equity and consumer trust that have long been built. This paper presents a multidisciplinary re-branding model to a national fast-moving consumer goods (FMCG) heritage brand in Sri Lanka. The main goal of the study is to investigate how a traditional brand may be modified aesthetically and strategically without the loss of its cultural identity. The research design adopted a mixed approach including consumer surveys (N=200), focus group discussion, and competitor benchmarking in the FMCG industry. The three phases of the re-branding process were structured and included pre-production research, production design implementation and post-production assessment. The essential deliverable was redesign of the logo, packaging modifications in various stock-keeping units, 3D product images, electronic promotional materials, and a single brand style guide. The post-launch performance measurements showed that the consumer perception, digital interaction, and sales increased. The results show that the trade-off between heritage symbolism and modern design aesthetics increases brand relevance in younger customer segments without reducing loyalty among current customers. The study will add to branding literature by offering a feasible framework of modernizing heritage brands in the developing economies that will incorporate the theory of brand equity, emotional branding, and sustainable design approaches. The framework that has been created as part of this research can be used as the scalable example of other legacy brands aiming at strategic change in digitally driven markets.