Let’s start a new design project together!
An employee culture book for Licious, India’s #1 innovative meat D2C
We captured Licious’ vibrant work environment in an engaging employee culture book — filled with bold typography, candid photographs, playful doodles and tongue-in-cheek comics.
Challenge
Licious, one of India’s leading D2C Meat and Seafood Unicorns, approached us with a unique challenge: to develop an employee culture book that truly reflected their vibrant and energetic work environment.
Known for their out-of-the-box thinking in their external marketing and advertising strategies, Licious wanted their internal communication to exude even more energy and freshness. Our task was to capture the essence of working at Licious and create an employee culture book that would resonate with Licians, their valued employees.
Research
To understand Licious and its employees, referred to as “Licians,” our firm conducted extensive research. We started with a preliminary survey involving 236 people and 8 leaders, aiming to gain insights into the company, its people, the work environment, and the culture at Licious. This research laid the foundation for understanding what made Licious and its employees tick.
Understanding Licious
Our research unearthed three key findings that formed the backbone of the culture book:
- Licious is powered by Licians: Licious is a people-centric organisation, and its success is owed to the talented individuals who bring their passion & expertise to the table.
- Pioneering a revolution: Licious is at the forefront of revolutionising the traditional Indian meat industry, introducing innovative processes and raising the bar for quality and freshness.
- Celebrating talented people: Licious recognizes that it is the collective talent and dedication of its employees that have shaped it into what it is today.
Design
Drawing inspiration from the culinary world, we designed Licious’ employee culture book to resemble a captivating cookbook. Each chapter, from ‘Marinate’ to ‘Serve’ and ‘Burp,’ tells a unique story.
Creating a de’licious’ visual language: Employee culture book
Vibrant illustrations: Colourful illustrations reflected Licians’ love for meat and added a burst of energy to the pages.
Bold typography: The use of eye-catching typography added a dynamic and energetic feel to the book.
Tongue-in-cheek comic panels: Set in between sections as reliefs, they narrate real stories in an exaggerated and humorous way.
Tracing India’s meat cuisine: One section of the book delved into the rich heritage of India’s diverse meat cuisine, showcasing the cultural significance and variety of flavours.
Office photoshoot for Culture Book images
Real-life photographs of Licians showcased their authenticity and the vibrant atmosphere within the organization.
A photoshoot was done at the office aiming to capture both the employees and teams in their element and the product.
Creating the Employee Culture Book
Employee Culture Book Design
The culture book delves into the company’s story and work culture, elaborating on the opportunities it presents to its employees.
Impact
The culture book we developed for Licious received overwhelmingly positive feedback from both the founders and the employees. It became a revered piece of communication that encapsulated the energy, enthusiasm, and unique culture of Licious.
Each page of the culture book was filled with the vibrancy and spirit that Licious wanted to convey to the world, reaffirming that their employees truly are the secret ingredient behind their success.
The book was so well-received that Licious decided to use it as a benchmark for their future communication materials.