4700BC has appointed Mumbai-based design house Pollinate Labs to lead its strategic repositioning and rebranding, following Marico’s acquisition of a majority stake in the business earlier this year.

Pollinate’s mandate will cover the repositioning of the brand, evolution of its visual identity, packaging architecture and overall brand identity. The agency will also work with 4700BC to establish gifting as a strategic growth vertical.

The rebranding will focus on retaining the experimentation and flavour-led positioning associated with 4700BC while adapting the brand for expansion into new categories, occasions and consumer segments.

Founded by Chirag Gupta in 2013, 4700BC started with gourmet popcorn and has since expanded into popped chips, makhana, crunchy corn and nachos.

Gupta said the brand’s next phase will involve expanding beyond snacking into new categories and reaching more consumers, requiring its brand identity to evolve while retaining the characteristics that have defined it.

He added, “4700BC has always been about changing the way India thinks about snacking. 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.”

Siddharth Khandelwal, co-founder, Pollinate Labs, said, “4700BC is one of those rare Indian brands that didn’t simply enter a category. 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."