Lucky Core Industries was entering a pivotal chapter in its history. Formerly known as ICI Pakistan Limited, the Company carried nearly eight decades of credibility, familiarity, and trust across every category it touched. But with a licence agreement ending, the time had come to introduce a fresh identity without sacrificing the legacy that generations of Pakistanis recognised.

The core challenge was clear: reassure stakeholders that the change in name would not change what mattered most; the company’s values, its people, and the impact it makes in everyday lives.

We shaped a narrative that bridged the past with the future, celebrating heritage while signalling confident evolution.

The creative idea, “Journey of Enriching Lives,” became the backbone of every communication. It honoured the long legacy of ICI Pakistan while inviting audiences into the new era of Lucky Core Industries, with a message that continuity and growth go hand in hand.

We rolled the campaign out across three strategic phases: a tribute to the legacy, the big brand announcement, and a full introduction to Lucky Core Industries’ future vision. Each phase was built to reinforce credibility, spark confidence, and inspire dialogue among internal teams and customers alike.

The result was a transformation that felt authentic, reassuring, and forward-looking. One that respected where the brand came from and clarified where it was going.