Introduction

Most Indian legacy brands wear their age like a limitation. Once a brand crosses 50, 70, or 80 years, the instinct is to freeze everything. The logic is simple. If it still sells, do not touch it. That is why so many heritage brands in India look exactly the way they did decades ago.

Keventers chose a very different path. Founded in 1925, Keventers is over a hundred years old, yet it does not behave like a brand stuck in the past. Instead of hiding its legacy, it celebrates it. Instead of clinging to outdated visuals, it has translated nostalgia into a contemporary brand system that feels intentional, confident, and culturally relevant.

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As branding and packaging experts at Confetti, we looked at Keventers not as a milkshake brand, but as a case study in how legacy can be modernised without being diluted.

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How Keventers Turns Legacy Into a Strength

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1. Age Is Just A Number For Keventers

One of the strongest things Keventers has done is own its age without looking old.

The brand leans heavily into a classic American diner aesthetic. Serif typography, retro-inspired layouts, white and orange colour combinations, and subtle illustrations all work together to create a sense of timelessness rather than datedness.

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This is an important distinction. Keventers does not try to look trendy. It tries to look classic. That confidence shows. Even the visual references on their website and menus celebrate nostalgia without becoming kitschy. The design language communicates that this is a brand with history, but also one that understands contemporary taste. Very few Indian brands manage this balance well. Keventers does.

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2. A Legacy Brand That Refuses to Stay Frozen

Another critical strength is that Keventers has not limited itself to what it started with.

While milkshakes remain the core, the brand has expanded into ice creams, sundaes, hot chocolate, and seasonal indulgent products. This tells us something important about the brand mindset. Keventers does not see itself as a milkshake seller. It sees itself as an indulgence platform.

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This willingness to explore new categories keeps the brand relevant to newer generations while still respecting its roots. Many legacy brands fail here because they treat expansion as a risk. Keventers treats it as evolution.

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3. The Glass Bottle as a Strategic Brand Asset

The glass bottle might be Keventers’ most powerful branding decision.

Long before sustainability became a marketing buzzword, milk in India used to come in glass bottles. Keventers has smartly revived this memory and turned it into a premium cue. Compared to paper cups or plastic containers used by most competitors, the glass bottle instantly elevates the experience.

But more importantly, the bottle extends the brand beyond consumption. People keep these bottles. They store them in their refrigerators. They reuse them. They become passive brand ambassadors. Opening a fridge and seeing a Keventers bottle creates recall, relatability, and a sense of taste alignment.

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This is similar to how Nutella jars live on long after the product is finished. Keventers has unintentionally built a physical brand touchpoint that continues to work even when the milkshake is gone. That is an excellent packaging strategy.

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Where Keventers Has an Optional Opportunity to Grow

Keventers does not have a design problem. What it has is an opportunity window.

As consumers become more health-conscious, indulgence brands need to stay culturally relevant without losing their soul. One powerful way to do this is through well-thought-out collaborations.

Keventers is perfectly positioned to act as a carrier brand. A coffee milkshake collaboration with Sleepy Owl. A protein-forward milkshake with The Whole Truth. Limited drops with new-age brands that Gen Z already loves. These collaborations would not dilute Keventers. They would refresh it.

Nutella has shown how partnerships across categories can keep a brand constantly top of mind. Keventers can do the same while staying true to indulgence, taste, and familiarity.This is not a necessity. It is an optional lever that can future-proof the brand.

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Final Verdict & Confetti’s Rating

Our branding and packaging experts at Confetti rate Keventers 4.5 out of 5.

Keventers is a rare example of a legacy Indian brand that understands how to modernise without erasing its past. Its visual language, packaging choices, and product expansion show maturity and restraint.

The remaining half point is not about fixing something broken. It is about unlocking new cultural relevance through selective, meaningful collaborations. If Keventers continues on this path, it will not just remain nostalgic. It will stay desirable.

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About Confetti

Confetti is a branding and packaging design agency that works with both legacy and new-age consumer brands to help them scale with clarity and confidence. We specialise in turning brand stories into systems that endure across products, platforms, and generations.

If you are a heritage brand looking to evolve without losing your identity, the link to connect with Confetti is right beside this article.