Mumbai-based design house Pollinate Labs has been appointed to lead the strategic repositioning and rebranding of 4700BC as the premium snacking brand enters its next phase of growth.
The mandate follows Marico Limited’s acquisition of a majority stake in 4700BC earlier this year and will cover the brand’s repositioning, visual identity, packaging architecture and overall brand world.
Pollinate Labs will also work with 4700BC to establish gifting as a strategic growth vertical for the brand. The brief is to retain the experimentation, irreverence and appetite for flavor associated with 4700BC while creating a brand capable of supporting a larger business ambition.
“4700BC has always been about changing the way India thinks about snacking,” said Chirag Gupta, Founder, 4700BC.
“As we enter this next chapter, our ambition is significantly larger, both in terms of the categories we can play in and the consumers we can reach. As we work towards building 4700BC into a brand that goes beyond snacking, we need the brand itself to be ready for that scale. We wanted a partner who could help us evolve without losing the spirit that made 4700BC distinctive in the first place. Pollinate understood that balance, and we’re excited about what we are building together.”
“4700BC is one of those rare Indian brands that didn’t simply enter a category,” said Siddharth Khandelwal, Co-Founder, Pollinate Labs.
“It helped create one. And that makes what comes next particularly exciting. The ambition fundamentally changes the design question. This isn’t simply about what 4700BC should look like next. It is about building a brand system capable of supporting that scale of business. It will need to confidently and effortlessly move into new categories, occasions and consumer cohorts without losing what made people fall in love with it in the first place.”
“Our role is to identify what is inherently ownable about 4700BC and amplify it. From positioning and identity to packaging, gifting and launch, we are building a connected brand world that can stretch considerably further while always remaining unmistakably 4700BC,” added Khandelwal.
Founded in 2013 by Gupta, 4700BC began with gourmet popcorn and has since expanded its portfolio across popcorn, popped chips, makhana, crunchy corn and nachos. The brand’s next phase will focus on creating the strategic and creative foundations for expansion into new categories, occasions and consumer groups.
