Wlue’s Branding Case Study: Making Makhana Bold, Fun & Memorable

Overview – The New Snack Brand for Gen Z

Wlue's is not your typical Makhana brand. Designed for the new-age snacker, Wlue's combines bold flavours like Cheesy Jalapeño, Cream & Onion, and Peri Peri with clean, healthy ingredients. But while the product was strong, the brand needed a distinct voice and identity to stand out in India’s competitive snacking market.

That’s where DN Designs stepped in. Through a carefully crafted mix of brand strategy, visual identity, and packaging design, we helped Wlue's shift from a generic health snack look to a vibrant, confident, Gen Z-ready brand.

The Challenge – Breaking Through the Noise

When Wlue's approached DN Designs, they faced several key challenges:

• Most Makhana brands leaned into heritage, Ayurveda, or “traditional snack” narratives, which felt outdated for their target audience.
• Their early branding lacked energy, playfulness, and recall value.
• Packaging was safe and similar to competitors, making it hard to catch attention on retail shelves.
• The brand had no clear digital-first presence to resonate with Gen Z consumers who discover snacks on Instagram and e-commerce platforms.

The goal was bold: to make Makhana cool, creating a brand identity that would resonate with winners, achievers, and fun-loving individuals alike.

Our Approach – Strategy Before Design

At DN Designs, every case study begins with research. For Wlue's, we conducted:

• Audience Insights: Studied Gen Z preferences, social media trends, and buying behaviour. What makes them pick one snack over another?
• Competitive Benchmarking: Mapped leading FMCG and startup snack brands across India to identify design gaps.
• Trend Analysis: Looked at global snack branding trends—bold colour palettes, nostalgia-driven visuals, digital-friendly packaging design.

Armed with insights, we built Wlue's brand strategy: be bold, be playful, be for winners. Here's what we have done:

Visual Identity

• Logo Design
• Typography
• Colour Palette

Packaging Design

• Distinct Across Variants
• Bold & Eye-Catching
• Instagram-Friendly

The Impact – From Generic to Iconic

The results of Wlue's brand transformation were immediate and tangible:

• Improved Shelf Visibility
• Higher Brand Recall
• Digital Engagement Growth
• Market Differentiation

Wlue's went from being “just another Makhana brand” to a snack with attitude and aspiration.

Lessons for Indian Brands

Wlue's case study proves a powerful point: branding isn’t decoration—it’s strategy. For consumer brands in India, especially in competitive FMCG markets, the right identity can:

• Create instant differentiation.
• Build consumer loyalty and recall.
• Drive sales both offline and online.
• Transform perception from “ordinary” to “must-try”.

Partner with DN Designs

At DN Designs, we help brands like Wlue's go beyond design to craft strategic, bold, and unforgettable identities. Whether it’s visual identity, packaging design, or digital branding, our goal is to create stories that win in the market.

Ready to elevate your brand? Get in touch with DN Designs today for a free consultation.