# Mukka Brand Positioning & Architecture Case Study

**Source:** https://goldmineltd.com/our-work/mukka-brand-positioning-and-architecture/

![](https://goldmineltd.com/_next/static/media/MukkaBanner.9b00757d.webp)

## Mukka: Brand Positioning

& Architecture

Client:

Mukka by Shemaroo

Sector:

Food & Entertainment

Services:

Brand Positioning & Strategy

![](https://goldmineltd.com/assets/Animation/StraightLine.apng)

#### What we did:

When Shemaroo entered the food space with Mukka, the idea was simple: make the brand feel as entertaining as Bollywood itself. The strategy and packaging had to be vibrant, nostalgic and full of personality.

We defined a clear brand identity, rooted in Bollywood nostalgia, expressive storytelling and a product structure that was easy, playful and instantly recognisable.

![](https://goldmineltd.com/assets/Animation/Stroke.apng)

![](https://goldmineltd.com/_next/static/media/MukkaBurgers.b0f72d42.webp)

We created a bold, filmy design language using bright colours, playful typography and pop-style illustrations inspired by iconic Bollywood characters.

From boxes to cups, every touchpoint was designed to spark joy and add a little drama to the dining experience.

The result was Mukka that didn’t just serve food; it brought the Bollywood vibe to the table.

![UBI campaign image 1](https://goldmineltd.com/_next/static/media/MukkaMenueCard.513f5288.webp)

![Down arrow Animation](https://goldmineltd.com/assets/Animation/BPCL_arrow_animation_03.apng)

![tablet showing UBI campaign](https://goldmineltd.com/_next/static/media/MukkaIceCreame.2b59aa14.webp)

![](https://goldmineltd.com/assets/Animation/BPCL_arrow_animation_02.apng)

“Goldmine helped us bring clarity to our brand. We now have a strong foundation that guides all our communication.”

#### Impact

-   ![](https://goldmineltd.com/_next/static/media/HashIcon.b05d0490.webp)
    
    Clear and differentiated brand positioning.
    
-   ![](https://goldmineltd.com/_next/static/media/HashIcon.b05d0490.webp)
    
    Structured architecture for future scalability.
    
-   ![](https://goldmineltd.com/_next/static/media/HashIcon.b05d0490.webp)
    
    Consistent communication across touchpoints.
    
-   ![](https://goldmineltd.com/_next/static/media/HashIcon.b05d0490.webp)
    
    Stronger alignment across brand and business.
    

![](https://goldmineltd.com/assets/Animation/BPCL_arrow_animation_01.apng)

![](https://goldmineltd.com/_next/static/media/BrandPositioningImpactImage.ff1910ef.webp)

[

![BPCL: Speed Campaign with Neeraj Chopra Chuno Jeet Ko, Chuno Speed Ko!](https://goldmineltd.com/assets/Banner_02.webp)

![Logo](https://goldmineltd.com/assets/Clients/BPCL_Logo_Color.webp)

#### High-visibility

presence across key markets

Enhanced youth connect through celebrity integration

BPCL: Speed Campaign with Neeraj Chopra Chuno Jeet Ko, Chuno Speed Ko!

](https://goldmineltd.com/our-work/bpcl-speed-campaign-with-neeraj-chopra-chuno-jeet-ko-chuno-speed-ko/)[

![UBI - Jamkar Phenko Flipping the Scam Script: Turning digital safety into a confident brand narrative](https://goldmineltd.com/assets/OurWorks_UBI.webp)

![Logo](https://goldmineltd.com/assets/Clients/UBI_Logo_Color.webp)

#### 4.6M+

views across  
platforms

20% customers flagged fake calls

Positioned UBI as a customer-first brand

UBI - Jamkar Phenko Flipping the Scam Script: Turning digital safety into a confident brand narrative

](https://goldmineltd.com/our-work/ubi-jamkar-phenko-flipping-the-scam-script-turning-digital-safety-into-a-confident-brand-narrative/)

![](https://goldmineltd.com/_next/static/media/line_break.992a25e4.webp)