Omsom and the Power of Brand Identity: Why Looking Like Yourself Wins

Rejecting the category's old codes

Most heritage food brands blended into the ethnic aisle with muted colours and 'authentic' clichés. Omsom refused. Its packaging used bright, fiery colours and bold typography where the wordmark takes over the pack, replicating and distorting with energy. On a shelf built to make Asian flavours feel secondary, Omsom's packaging refused to shrink.

Design as a point of view

Omsom's design wasn't just aesthetic — it carried a clear point of view about reclaiming Asian flavours and stories and challenging how grocery stores 'othered' these cuisines. Great brand identity says something before the customer reads a single word.

Identity is differentiation

Omsom's confidence in looking exactly like itself became its competitive edge. It won packaging design awards, landed national Whole Foods distribution, and was acquired in 2024. The brands that stand out are the ones bold enough to look like who they truly are, rather than copying category norms.

What Indian heritage brands can learn

India is full of rich, culturally rooted products sold in forgettable packaging. For any founder building a brand rooted in culture or heritage, the lesson is clear: don't design to blend into old category codes. Your identity is your differentiation